playSMS - SMS Gateway

http://playsms.sourceforge.net/

Sumeet's Neural Network Page

Riporto qui una pagina di Sumeet Gupta contenente moltissimi link in materia di reti neurali.

Hello. I'm Sumeet. This site has evolved since its creation in 1996 from a sketchy list of neural network bookmarks to include topics on neuroscience, genetic algorithms,fuzzy logic, artficial life etc. I once was but not longer am a professional researcher. My research is independent, eclectic and personal. Most of it is also theoretical though I sometimes try out ideas in NEURON.

I would love to hear from you but will not be able to offer any professional or career assistance.

Aberdeen Electronics Research Group - Look out for the Computational Intelligence Research and publications on neural networks and hybrid systems.

Adaptive Simulated Annealing (ASA) : Code and related preprints. Lester Ingber.

Alberta - Biological Computation Project : Research and references on the motion correspondence problem, the value unit connectionist architecture, network interpretation, redundant networks, medical diagnosis, and issues in cognitive science.

Amsterdam - Intelligent Autonomous Systems Group - Robotics and Neurocomputing : Research papers, preprints, introductory textbook on neural networks.

Antwerp - Born Bunge Foundation - Theoretical Neurobiology Unit : Realistic models of neurons to explore the function of the nervous system, particularly the mammalian cerebellum.

Artificial Life Bibliography : Maintained by Ezequiel A Di Paolo at University of Sussex.

Artificial Life Online : MIT Press supplement to the Artificial Life Journal. Software, papers, events, bibliographic database, and a tutorial on cellular automata.

Aston - Neural Computing Research Group : Research on the theory and applications of neural networks and related techniques. Includes lists of recent publications and preprints, and other resources.

Australian National University (ANU) - Bioinformatics : Includes keyword search.

Austrian Research Institute for Artificial Intelligence (OFAI) - Neural Networks : Research and publications in practical applications of neural networks; theoretical research on neural networks; cognitive modelling with neural networks; neural network simulation tools.

Avida Artificial Life Group

Baldwin Effect Bibliography : On-line bibliography on the Baldwin effect, machine learning, genetic algorithms, learning and evolution in neural networks.

Beckman Institute for Advanced Science and TechnologyResearch Groups on Biological Intelligence, Human-Computer Intelligent Interaction, and Molecular & Electronic Nanostructures.

Boston - Center for Adaptive Systems (CAS) - FTP : Includes C code for Grossberg and Carpenter's adaptive resonance theory (ART1, ART2, ARTMAP) models.

Boston - Cognitive and Neural Systems (CNS) / Center for Adaptive Systems (CAS) : Includes list of technical reports and online publications. Stephen Grossberg and others.

Brandeis - Neuroscience : Molecular neurobiology, developmental neurobiology, behavioral genetics, physiology and biophysics of single nerve cells, learning and memory, computational neurobiology, integration of neural function, cognitive neuroscience, human motor control, neurolinguistics, psychophysics.

Brandeis - Volen Center for Complex Systems

Brunel - Artificial Life and Genetic Algorithms

Brunel - Centre for Neural Computing Applications

Brunel - Centre for Neural and Evolutionary Systems (CNES) : Research on development of intelligent systems using neural architectures, genetic algorithms and genetic programming. On-going research projects include evolutionary adaptive neurocontrol, reconfigurable flight control, neural networks and genetic algorithms for engineering problems, and evolutionary algorithms for implementing artificial life.

California-Davis (UCDAVIS) - Center for Neuroscience

California-Los Angeles (UCLA) - Artificial Life

California-San Diego (UCSD) - Autism and Brain Development Research Laboratory

California-San Diego (UCSD) - Institute for Neural Computation

California-San Diego (UCSD) - Neural Net Archive

California-San Diego (UCSD) - NeuroWeb

Caltech - Bower Lab : Computational modelling and experimental investigation of information processing in the mammalian cortex; the piriform (cerebral) cortex, believed to be involved in the classification of olfactory stimuli, and the cerebellar cortex, which is involved in sensory motor control.

Caltech - Computation and Neural Systems (CNS) Program

Cambridge - Computer Vision and Computational Neuroscience

Canadian Society for Brain, Behaviour and Cognitive Science (CSBBCS) / Société Canadienne du Cerveau, Comportement et Sciences Cognitives (SCCCSC) : Includes online abstracts of papers presented at annual meetings.

Carnegie Mellon - Artificial Intelligence Repository : Public domain and freely distributable software, plus information about events, conferences and publications. The AI Software Packages section includes subdirectories for artificial life and complex adaptive systems, distributed ai, genetic programming, neural networks, and many others.

Carnegie Mellon - Computational Models of Neural Systems : Syllabus and lecture materials for course on information processing in real neural systems. Anatomical, physiological and psychophysical context, and computer models. Dave Touretzky.

Carnegie Mellon (CMU) - Neural Net Speech Group

Carnegie Mellon (CMU) - Reinforcement Learning Group : Neural networks in robot learning. Includes FTP archive of research papers.

Carnegie Mellon/Pittsburgh - Center for the Neural Basis of Cognition (CNBC) and Neural Processes in Cognition Training Program (NPC) : The CNBC is dedicated to the study of the neural basis of cognitive processes, including learning and memory, language and thought, perception, attention, and planning. The CNBC also promotes the application of the study of the neural basis of cognition to AI, technology, and medicine. Extensive collection of neuroscience WWW links.

Carnegie Mellon/Pittsburgh - Neural Processes of Cognition : A National Science Foundation training program.

Cogneuro FTP archives : Cognitive neuroscience mailing list

Cognitive Neuroscience Society

Cognitive Systems: Integrated and Hybrid Architectures and Algorithms : Resource list, references, on-line bibliographies, other links. Maintained by Vasant Honavar at Iowa State University.

Complex Adaptive Systems Resource List : Links to information on complex systems, genetic programming, artificial life, and neural networks.

Defence Research Agency - Pattern and Information Processing (PIP) Group : Publications on self-organising neural networks, adaptive cluster expansion networks, radial basis function networks, Bayesian networks, vector quantisation, image processing and other topics.

Delft University of Technology - Pattern Recognition Group : Includes information on books, journals, review papers, bibliographies, conferences, mailing lists, software and research groups in this area.

Dublin - Electronic Engineering - Autonomous Systems Group - FTP : Research on artificial systems exhibiting autonomous behaviour and organisation comparable to that of biological organisms. Projects with real (LEGO) robots, within the evolutionary robotics paradigm, and cellular automata-based studies of simple biological organisation.

Edinburgh - Centre for Neural Systems (CNS) : Research on computational neuroscience and neural networks. See Mark Orr's home page for publications on radial basis function networks, including a comprehensive hypertext introduction to RBF nets.

Edinburgh - Evolutionary Computation Group

Eindhoven University of Technology - Neural Networks : Includes contents of recent issues of several journals - IEEE Transactions on Neural Networks, Neural Networks, Neural Computation and Connection Science.

Finnish University Network (FUNET) - Neural Archive Site : An FTP archive for all kinds of artificial neural network, neurophysiology and neuropsychology materials.

FISC (Financement Insertion en Sciences Cognitives) Mailing List - English or French : International mailing list devoted to jobs, post-docs and grants in cognitive science, interpreted broadly to include all disciplines covered by this resource guide. Highly recommended. Also see the most recent vacancies posted .

Florida - Electrical Engineering - Computational NeuroEngineering Lab (CNEL) : Research and publications on signal processing, nonlinear dynamics, analogue computation and special purpose digital hardware, with strong link to neurobiology.

Florence - Dipartimento di Sistemi e Informatica (DSI) - Neural Networks Group : Research on theoretical aspects of learning in static and recurrent networks, integration of prior knowledge and learning, application to spoken and written language processing. Technical papers and publications, events, extensive list of global neural networks-related WWW resources.

Foundation for Neural Networks (SNN) : Includes a useful list of neural network pointers to groups, journals and books, educational material, companies, conferences, bibliographic search tools and other resources.

Genetic Algorithms and Neural Networks (GANN) List : Includes bibliography and technical report providing "a preliminary taxonomy" of research on Evolutionary Design of Neural Architectures (EDNA). Vasant Honavar.

Genetic Programming : Resource page for genetic programming researchers, maintained by Adil Qureshi at University College London.

Genetic Programming Notebook : Genetic programming FAQ, tutorial, software, bibliographies, papers, journals, CFPs and links to research groups. English, Spanish and Japanese versions.

Georgia Tech - Neural Network Research Center (NNRC) : Research in computer vision, process control, planning, signal processing, time series modelling, chaos theory, malfunction diagnosis, economic modelling, analog hardware, integrated circuit performance, software environments, and digital hardware.

Glasgow - Engineering - Centre for Systems and Control - Technical Reports : Publications on neural networks, genetic algorithms, simulated annealing, nonlinear control systems, fuzzy logic control, robot control, and related topics.

Glasgow - Engineering - Neural Adaptive Control Technology (NACT) : Fusion of adaptive control and neural network technologies in the context of multiple computing agents and industrial automation environments.

Helsinki - Neural Networks Research Centre : Research on the Self Organising Map (SOM) and Learning Vector Quantization (LVQ) models. Includes public domain C code and bibliography. Teuvo Kohonen, Erkki Oja.

Hybrid and Integrated Systems - Special Interest Group

Hybrid Intelligent Systems Home Page : Maintained by Sumit Virman and Larry Medsker at American University (AU).

IEEE Neural Networks Council (NNC) : Information on conferences and events (both IEEE and non-IEEE), publications, research programs, and NNC administration. Also Connections , an online newsletter providing similar information plus book reviews and a technology column.

Illinois - Genetic Algorithms Laboratory (IlliGAL) : Technical reports, source code, an order form for journal reprints, and links to other sources of genetic algorithms information. David Goldberg.

Institut Dalle Molle d'Intelligence Artificielle Perceptive (IDIAP), Valais : Research on neural networks, computer vision, logic programming, optical character recognition, speaker verification and identification, speech recognition, uncertainty management in expert systems and other areas.

Institut für Neuroinformatik : Bernd Fritzke. Research and publications on incremental self-organising and radial basis function (RBF) networks for unsupervised and supervised learning.

Intelligent Hybrid Systems : Maintained by Sukhdev Khebbal and Suran Goonatilake at University Colllege London (UCL).

International Computer Science Institute (ICSI) : Research and publications on artificial intelligence applications of massive parallelism, with emphasis on structured connectionism. Applications in vision, geometric structures and algorithms, speech, knowledge representation and learning.

International Neural Network Society (INNS)

International Society for Adaptive Behavior (ISAB) : A scientific society devoted to education and furthering research on adaptive behaviour in animals, animats, software agents and robots. Links to relevant journals, conferences, jobs, research groups etc.

Iowa - Artificial Intelligence Research Group : Vasant Honavar and others, principally on symbolic/connectionist systems. Research papers available online.

Istituto Dalle Molle di Studi sull'Intelligenza Artificiale (IDSIA), Lugano Research on AI tools, robotics (execution, planning and learning of sensor-based activities), knowledge discovery, artificial life, linguistics and second language learning, reinforcement learning, evolutionary computation, neural networks and other areas.

Italian Neural Network Society / Società Italiana Reti Neuroniche

Japan - Robotics in Japan : An extensive list of institutes, groups, and people concerned with robotics and related topics (including artificial life, neural networks, vision and cognition) in Japan. Maintained by Uwe Zimmer at GMD.

Keio - Neural Computing Centre

Lausanne (EPFL) - Centre for Neural Computation : Research on neural networks with spiking neurons, computational neuroscience, and neurocontrollers for robotic agents.

Leibniz Laboratory - Systèmes Cognitifs / Cognitive Systems : Cognitive systems - investigation, modelling and implementation of cognitive abilities such as knowledge representation, reasoning, perception, action, learning and language - and interdisciplinary research on neural networks, probabilistic models and genetic algorithms in robotics and AI, multi-agent systems and other areas.

Limburgs Universitair Centrum (LUC) - Neural Networks Group : Research on the properties of neural networks using techniques from statistical mechanics and information theory. Includes reference database, browser for Neuron Digest and Genetic Algorithms Digest, external links, and events information.

London-Imperial College (ICL) - Neural Systems Group

London-King's College (KCL) - Centre for Neural Networks (CNN)

London-King's College (KCL) - NEuroNet : KCL is the coordinator of NEuroNet, the ESPRIT European Neural Networks `Network of Excellence', consisting of over 30 academic and 7 industrial nodes. Access to researchers, activities, software, discussion forum, site list, conference information and research papers related to neural networks.

London-University College (UCL) - Institute of Neurology

London-University College (UCL) - Centre for Neuroscience - News : Including forthcoming seminars, lectures and courses.

London-University College (UCL) - Intelligent Hybrid Systems : Guide to books, tools and environments, component techniques, bibliography and external links on hybrid systems combining genetic algorithms, fuzzy logic, neural networks and expert systems.

London-University College (UCL) - Intelligent Systems Group : Applied research in neural networks, evolutionary techniques, fuzzy logic and hybrid systems.

London-University College (UCL) - Neural Computation and Robotics Group : Research and publications on modelling neuronal function, multi-unit recording, robotics and virtual reality.

London and South East Centre for High Performance Computing (SEL-HPC) - Neural Networks Archive : Articles on learning algorithms, architectures, applications, tools, neural networks with parallel processing, and other subjects. Also, links to home pages of researchers in neural networks. Users can add their own articles, and a link to their own home page.

Los Alamos National Laboratory - Center for Nonlinear Studies (CNLS) : Includes research on neural networks.

Louvain, Universite Catholique (UCL-DICE) - Microelectronics Laboratory - Neural Networks Group

Lund - Cognitive Science (LUCS) : Research and publications on evolutionary processes, conceptual spaces, robots with autonomous spatial learning, conceptual engineering and focus movements, vision and discourse, neural vision, categorization and recognition of biological motion, natural intelligence in artificial creatures, category learning and other topics. Peter Gardenfors, Christian Balkenius and others.

Machine Intelligence Institute (MII) : Ronald Yager.

Manchester - Artificial Intelligence Group : Knowledge representation, reasoning, natural language, memory, learning and neural networks.

Massachusetts (UMass) - Adaptive Network Laboratory : Research in machine and biological learning, including artificial neural networks, reinforcement learning, and computational models of adaptive motor control.

Massachusetts (UMass) - Reinforcement Learning Archive : Code and papers by Richard Sutton.

McDonnell-Pew Program in Cognitive Neuroscience : International research funding program established jointly by the James S. McDonnell Foundation and the Pew Charitable Trusts.

McGill - Laboratory for Natural and Simulated Cognition : Research and publications on connectionist modelling of cognitive development, interactions between knowledge and learning, techniques for analyzing knowledge representations in neural nets, and cognitive consistency phenomena in social psychology. Thomas Shultz.

Medical Research Council (MRC) - Applied Psychology Unit (APU) - Neural Networks : Modular neural networks based on the Categorizing And Learning Module (CALM) paradigm. Jacob Murre. Also, an overview of neural hardware.

Medical Research Council (MRC) - Research Centre in Brain and Behaviour

Michigan - Cognitive Neuroscience Lab

Minnesota - Center for Neuroscientific Databases : Publications, information on data design, visualization tools.

MIT - Behavioral Neuroscience Laboratory

MIT - Brain and Cognitive Sciences : Research on molecular and cellular neurobiology, systems neuroscience, cognitive science, computation and cognitive neuroscience.

MIT - Brain and Cognitive Sciences - Cognitive Neuroscience

MIT - Brain and Cognitive Sciences - Systems Neuroscience : Research on vision, movement, and endocrine regulation, with the scientific goals of understanding transduction and encoding of sensory stimuli, the organization, development, and plasticity of sensory-motor systems, and the effects of circulating compounds on brain composition and behavior.

MIT - Brain and Cognitive Sciences - Molecular and Cellular Neuroscience : Research on the development of neural connectivity, on the molecular basis of behavior in simple neural circuits, on synaptic plasticity, and on neurochemistry.

MIT - Center for Biological and Computational Learning (CBCL) : An interdisciplinary center which promotes research collaboration in artificial intelligence, computer science, engineering and the neurosciences.

Neural and Computational Learning Theory (NeuroCOLT) : Technical reports. European Community ESPRIT Working Group.

Neural Web

Neural Web - Neurocomputing-Related Digests

Neuron Digest

Neuropage : Research, publications, reviews, news and other resources on the neural and cognitive sciences. Principally for Greek speakers. Maintained by Stavros Zanos at the Medical School of Thessaloniki.

Neuroprose

Neuropsychology Central : Comprehensive guide to neuropsychology-related resources on WWW, maintained by Jeffrey Browndyke.

Neuroscience Web Search : A full-text neuroscience database containing more than 55,000 pages, maintained by Fred Lenherr.

Nevada - Center for Biomedical Modeling Research : Application of neural network and advanced probabilistic/statistical concepts to large health care databases.

New South Wales - Artificial Intelligence : Research in cognitive science, control applications, knowledge acquisition, machine learning, multi-agent problem solving, natural language understanding, neural networks, qualitative methods, robotics, vision and pattern recognition.

North Carolina-Chapel Hill - Computer Science - Neural Networks and Vision : Research on neural network models of visual perception.

Northwestern - Neural Information Processing Laboratory : Interdisciplinary research on artificial neural networks and their use in elucidating the functions of the animal brain, especially the motor system, and utilizing biological control principles to design dexterous machines.

Oregon - Institute of Neuroscience

Oregon Graduate Institute (OGI) - Neural Network Research Group : Research, publications, demos, external links.

Oxford - McDonnell-Pew Centre for Cognitive Neuroscience : Research on sensory representation, memory formation, motor programming, language and attention as well as philosophical approaches to cognition. Organises seminars, workshops, summer schools and conferences.

Pacific Northwest Laboratory - Neural Networks

Paris-Ecole Normale Superieure - Groupe de BioInformatique : Research on animats, neural networks, genetic algorithms, image processing and vision, and links to related sites.

PDP++ Simulator : Neural-network simulation system written in C++, by James McClelland et al. Includes full source code, tutorials and comprehensive documentation.

Pennsylvania - Neuroscience

Pittsburgh/Carnegie Mellon - Neural Processes of Cognition : A National Science Foundation training program.

Rochester - Brain and Cognitive Sciences : Research on brain changes during sensitive periods for learning, neurotransmitters and the developing nervous system, hormonal influences on the development of the nervous system, experience and the development of perceptual-motor systems, mechanisms underlying the acquisition of language, mechanisms underlying the comprehension of language, modularity in cognitive function and the brain, electrophysiological indicators of cognitive function, sensory and perceptual modulation of reflexive behaviours, fundamental limits to vision, serial organization of vision, and modularity in visual function.

Rochester - Center for Visual Science : Interdisciplinary research from brain and cognitive sciences, computer science, neurobiology and anatomy, neurology and ophthalmology.

Rochester - Computer Science (URCS) - AI Technical Reports : Planning, knowledge representation, temporal reasoning, discourse, natural language processing, cognitive modelling, genetic algorithms, reinforcement learning, vision, speech recognition, neural networks, supervised and unsupervised learning, embodiment, object recognition and other topics. James Allen, Dana Ballard, Graeme Hirst et al.

Roland's Project Page : Tools, sites and articles relevant to invariant pattern recognition and neural nets. Maintained by Roland Schwaiger.

Royal Institute of Technology of Sweden - Studies of Artificial Neural Systems (SANS) : Research in neural computation and computational neuroscience.

Rutgers - Center for Molecular and Behavioral Neuroscience (CMBN) : Including research on neural basis of language development, visual perception and many related topics.

Scuola Internazionale Superiore di Studi Avanzati (SISSA) / International School for Advanced Studies, Trieste - Cognitive Neuroscience

Sheffield - Neural Networks Course : On-line lecture notes, problems and solutions, by Kevin Gurney.

Southampton - Image, Speech and Intelligent Systems (ISIS) Research Group : Research and publications on control and intelligent systems (neurofuzzy controllers for multivariable systems), neural networks and neurofuzzy systems (learning laws, network construction algorithms, data pre-processing techniques), speech processing and speech acoustics, and computer vision and image processing. Also information on neurofuzzy conferences, software etc.

Southampton - NeuroSciNet : International list of neuroscience labs on WWW, with an emphasis on neurobiology, and a forum for discussion.

Southern California (USC) - Brain Project : Research on the role of synaptic plasticity in learning and compensation for disease within the brain; neuroscience of basal ganglia, hippocampus and cerebellum; neural and conceptual modelling; databases and visualization.

Southern California (USC) - Robotics Research Laboratory : Research in autonomous robotics, biological and artificial neural systems, reinforcement learning, genetic algorithms, robotic and prosthetic hands, design for assembly, and fuzzy control. Affiliated with the Center for Neural Engineering, directed by Michael Arbib.

Stanford - Adaptive Intelligent Systems : Research and publications on architectural foundations, selective attention, reasoning processes for diagnosis, prediction, and planning, reactive behavior, real-time control, global coordination of multiple tasks, motivational factors, reasoning by analogy, improvisation under constraints, learning from experience. Barbara Hayes-Roth.

Stirling - Centre for Cognitive and Computational Neuroscience (CCCN) : Research in cognitive neuropsychology, genetic algorithms, neural networks, artificial life, visual and auditory perception, perception of music, synaesthesia, and computer vision.

Stuttgart Neural Network Simulator (SNNS)

Sussex - COGS - Evolutionary and Adaptive Systems Group : One of the world's largest groups of researchers studying artificial evolutionary and adaptive systems (work often described as artificial life, evolutionary computation, and adaptive behaviour research) including Dave Cliff, Inman Harvey and Phil Husbands.

Szeged/Institute of Isotopes of the Hungarian Academy of Sciences - Adaptive Systems : Research and publications on self-organized artificial neural networks, genetic algorithms, autonomous agents, reinforcement learning, constructive learning, concept learning, biological modelling and analog/mixed VLSI design.

Texas - Neural Networks FTP Archive

Texas - Austin - Laboratory for Artificial Neural Systems : Research and publications on supervised, unsupervised and partially supervised paradigms for data clustering and principal component analysis, and as neurobiologically inspired models for recognition of spatiotemporal sequences. Joydeep Ghosh.

Texas - Austin - Neural Networks Research Group : Research and publications in natural language processing, schema-based vision, cortical self-organization, episodic memory, decision making, and evolving neural networks with genetic algorithms. Risto Miikkulainen.

Texas - Houston - Baylor College of Medicine - Center for Theoretical Neuroscience - Computational Neurobiology Lab : Research, publications, virtual lab, simulations, a list of molecular biology databases and resources, and other neuro-related links.

Wales - Medicine - Applied Vision : Internet vision resource guide, information on eye movement monitoring equipment and eye movement and visual science software.

Washington - Philosophy/Neuroscience/Psychology : Research papers on cognitive science, connectionism, representation, learning, language, consiousness, philosophy of science.

Western Australia - Centre for Intelligent Information Processing Systems (CIIPS) : Research on artificial neural networks, syntactic pattern recognition, biomedical engineering and image/speech processing.

Wisconsin - Artificial Intelligence : Jude Shavlick. Neural/symbolic hybrids. Also computer vision, robotics, machine learning, neural networks, deductive problem solving and expert systems. Research papers by FTP.

Yale - Neuroengineering and Neuroscience Center (NNC) : Formerly the Center for Theoretical and Applied Neuroscience (CTAN).

Yale - Neuropsychology

York - Cognitive Neuropsychology

Zurich (UNIZH) - Artificial Intelligence Laboratory : Interdisciplinary research and publications on the study of intelligence in natural and artificial systems, specialising in situated design and autonomous agent design. Neural network-based, biologically inspired robots. Rolf Pfeifer.

You can mail suggestions to Sumeet Gupta. If you have any interesting links to related pages or your own neural site do tell me about it. Let me know if any of the sites no longer exist or have shifted.

Antropologia e credenze popolari

E' l'unica pagina web che ho trovato in cui c'è un accenno alla parola incarmare.
http://www.centroculturalegragnano.it/Convegni%20di%20Antropologia/IV%20Convegno/La%20cultura%20subalterna.htm
Incarmare la testa ad una persona è una pratica che si usa dalle parti dell'agro nocerino-sarnese e serve a guarire dai mal di testa. E' una specie di rito che viene compiuto da una persona nei confronti di un'altra per fargli passare un semplice malanno come il mal di testa.

Vendere se stessi

http://www.verymarketingpeople.com/?p=45#more-45

Cross Browser Javascript

http://cross-browser.com/

Just Creative Design

Bravo grafico http://justcreativedesign.com/

Contenuti "killer" del web

Tratto da http://www.datamanager.it/articoli.php?visibile=1&idricercato=25251

Tariffe più economiche o voli a basso costo? Sui siti Internet è importante scegliere le parole giuste per arrivare a “colpire” l’utente: quelle maggiormente cercate

di Gerry McGovern

Diciamo che state pensando di volare verso una meta qualsiasi. Che cosa ricerchereste? Una tariffa ribassata o un volo a basso costo?
Ricerche effettuate indicano che le persone cercano nel Web l’espressione “voli a basso costo” oltre 400 volte di più, rispetto a “tariffe più economiche”. Perciò, se state vendendo voli a tariffe ribassate, è importante che usiate il termine “voli a basso costo” nelle vostre campagne pubblicitarie e di marketing.
Ricordo di aver spiegato una volta questo concetto a un alto dirigente di una grande compagnia aerea. In risposta, scrollò le spalle affermando che la sua compagnia non avrebbe mai usato le parole “voli a basso costo” sul proprio sito Web. Aggiungendo: “Danneggerebbe l’immagine del brand”, (questi marchi aziendali sono sempre molto sensibili a ogni minaccia di appannamento). Al tempo della nostra conversazione, questa compagnia aerea stava vivendo una serie di difficoltà finanziarie. Questo non può destare meraviglia, aveva mancato di rendersi conto di un trend economico fondamentale: adesso sono le parole indirizzate a una maggiore attenzione dei clienti che devono guidare la comunicazione.
Ci vuole del tempo per passare dal linguaggio proprio dell’organizzazione a iniziare a pensare con quello del cliente. Le compagnie aeree a basso costo di successo, come Air Lingus e Ryanair si sono accorte che, sul Web, il cliente controlla il linguaggio utilizzato.

Ryanair: La Compagnia Aerea con tariffe più basse PRIMA
Ryanair: Volate a basso costo ADESSO
Aer Lingus: Tariffe basse. Viaggiate meglio PRIMA
Aer Lingus: Con le tariffe più economiche di Aer Lingus ADESSO

Entrambe le due compagnie aeree si sono mosse dall’espressione “tariffe basse” alla nuova parola “economiche”. Si tratta di un cambiamento molto difficile da effettuare perché, nel pensare comune, a un marchio economico viene associata una minore qualità. Bene, questo però non ha certamente nuociuto all’immagine di Ryanair e di Air Lingus. E, a proposito della compagnia aerea che ho menzionato in quanto aveva rifiutato di usare la parola “economiche” sul proprio sito Web, secondo le ultime notizie ricevute è stata posta in liquidazione (naturalmente, però, pur nel fallimento il marchio ha conservato la propria dignità).

Le persone condividono parole di attenzione comuni

Quando si trovano ad affrontare una particolare attività, le persone di ogni parte del mondo usano le stesse parole di base per risvegliare l’attenzione. E’ semplicemente un luogo comune affermare che, se chiudete venti persone in una stanza e chiedete loro di scegliere un insieme di venti parole di attenzione, le risposte saranno totalmente differenti per tutti e venti i casi. Certamente, vi potranno essere alcune sottili o anche importanti differenze, ma esisterà sicuramente una forte convergenza sulle parole più forti e quindi più comuni. Io ho condotto un esperimento in undici nazioni diverse, facendo entrare ogni volta cento persone in una stanza per scoprire le parole che risvegliano l’attenzione dei turisti, con lo scopo di aiutare a raggiungere il successo per una compagnia immaginaria, chiamata Great Irish Holidays.

Oppure sarebbe stato meglio chiamarla Great Irish Vacations? In Irlanda, diciamo che stiamo andando in vacanza (holiday) quando partiamo per due o tre settimane. Negli Stati Uniti, invece, il termine holiday è usato per una festa ufficiale – per esempio, il Quattro Luglio. Se l’intervallo dell’interruzione dal lavoro è più lungo, allora siete in vacanza (vacation). Ecco perché i turisti americani cercano nel Web la parola “vacation” e non “holidays”.

Il PUNTO KILLER: identificare le parole di attenzione comuni
Il contenuto delle scelte di queste mille persone fu sorprendente. Avevo chiesto loro di scegliere le loro dieci parole favorite all’interno di una lista con 136 opzioni. Oltre il 45% dei partecipanti ha scelto le dieci parole in cima alla lista. Le 70 parole potenziali verso il basso della lista furono scelte da meno del 3% dei partecipanti. Questa la conclusione: sia che siate a Boston, Belfast, Bruxelles o Brisbane, esistono alcune determinate parole che vi vengono subito in mente pensando a una vacanza.

Le prime quindici parole prescelte furono, nell’ordine:

• Sistemazione
• Offerte speciali
• Pianificare un viaggio
• Informazioni sull’Irlanda
• Come arrivare e muoversi
• Cose da fare e da vedere
• Accordi da prendere
• Cosa vedere e fare
• Libri e guide turistiche
• Patria
• Pacchetti di viaggio per l’Irlanda
• Il meglio dell’Irlanda
• Come contattarci
• Prenotazione dei viaggi
• Informazioni sulla Compagnia

Le parole indicate definiscono le aree comuni da considerare nel sito Web della Great Irish Holidays (naturalmente, esistono alcune parole simili o duplicate nella lista riportata e ce ne occuperemo più avanti). Queste parole ci indicano che cosa richiedono i turisti.

• Vogliono un posto per dormire
• Vogliono offerte e accordi speciali
• Gradiscono l’opzione di un pacchetto quando ogni cosa è prevista e non devono preoccuparsi di nulla
• Vogliono una lista del “Meglio dell’Irlanda”, e una di che cosa fare e vedere.
• Vogliono conoscere la Great Irish Holidays per capire se possono fidarsi delle sue offerte.
• Vogliono essere in grado di contattare senza difficoltà la Great Irish Holidays.

Le implicazioni di queste parole sono fondamentali e si riferiscono a un tipo specifico di compagnia e, per esempio, a un grande sforzo per mettere insieme offerte e accordi speciali con le promozioni a pacchetto. Se venissero veramente adottate dalla Great Irish Holidays, rappresenterebbero – con un piccolo numero di parole – esattamente il tipo di attività della compagnia.

Le vostre parole di attenzione NON sono quelle dei vostri clienti
Ancora e ancora, ho riscontrato che le parole di attenzione delle organizzazioni non corrispondono a quelle dei clienti. Prendete, per esempio, il turismo in Irlanda. La maggior parte dei turisti vedono l’Irlanda come una singola destinazione. Tuttavia, l’industria del turismo irlandese vede l’Irlanda in modo molto finalizzato verso gli interessi locali. Per esempio, il proprietario di un hotel è interessato solamente alla promozione del suo hotel nell’area geografica locale di riferimento.
Il caso è simile con gli enti incaricati della promozione del turismo irlandese. Esistono alcuni tentativi di promuovere l’Irlanda come destinazione singola, ma esistono molti enti – sia ufficiali sia volontari – che focalizzano la propria attività nel promuovere la loro area geografica o gli interessi locali. Qui indichiamo solamente alcuni degli enti ufficiali responsabili del turismo in Irlanda: Tourism Ireland, Fáilte Ireland, Northern Ireland Tourist Board, Shannon Region Tourism, Dublin Tourism, Ireland West Tourism, e South East Tourism. Almeno per alcuni aspetti, ciascuno di questi enti si vede in concorrenza con gli altri.

Parte delle parole di attenzione per il turismo prescelte per Great Irish Holidays comprendono una lista di nomi geografici. La tabella seguente indica come questi nomi abbiano un riferimento con le prime quindici parole indicate dalle persone.

Parole di attenzione del cliente	Numero delle scelte	Parole di attenzione geografiche degli enti del turismo	Score
Sistemazione	2.479	Dublin	263
Offerte speciali	2.373	Regions	160
Pianificare un viaggio	1.375	Southeast	26
Informazioni sull’Irlanda	1.234	West	22
Come arrivare e muoversi	1.146	Northwest	15
Cose da fare e da vedere	1.084	Northern Ireland	10
Accordi da prendere	1.052	32 Counties	8
Cosa vedere e fare	1.032	Midlands East	0
Libri e guide turistiche	977	Shannon	0
Patria	885	Southwest	0
Pacchetti di viaggio per l’Irlanda	829
Il meglio dell’Irlanda	793
Come contattarci	741
Prenotazione dei viaggi	707
Informazioni sulla compagnia	557

Di tutte le mille persone in 11 Paesi diversi che hanno scelto le parole di attenzione per il turismo, praticamente nessuno ha votato per parole geografiche. Solamente Dublino ha ricevuto un punteggio significativo di 263 voti (su un totale di 30.612), ma si tratta comunque di un risultato molto scarso se confrontato con la parola più popolare – “sistemazione” – che ha ricevuto 2.479 voti. E’ evidente che, quando aprono la home page di un sito per il turismo, altre cose risultano molto più importanti – come sistemazione, offerte speciali, pacchetti e così via.
I siti Web del turismo irlandese tendono a enfatizzare prima di tutto le Regioni. Questa è una cosa perfettamente naturale – se siete un funzionario del turismo che lavora nel sud Est dell’Irlanda, siete pagato dall’ente South East Tourism. E’ difficile tenere presente che, in ultima analisi, siete pagato dai turisti e, se non vi adeguate alle loro necessità, diventano meno propensi a visitare il vostro Paese. Il turismo irlandese quindi, enfatizzando la struttura organizzativa sul Web, sta creando un grande problema invece di adeguarsi a ciò che desiderano i turisti – un problema rilevante per la maggior parte delle organizzazioni.
Un po’ di tempo fa, ho condotto un esercizio sulle parole di attenzione insieme a un dipartimento governativo per l’istruzione. Chiesi allo staff di indicare quelle che ritenevano fossero le parole di attenzione più importanti che sarebbero dovute apparire nella home page del sito Web del dipartimento. Le loro scelte furono influenzate dai lettori target che avevano identificato in precedenza, e che erano genitori e insegnanti. Ecco quello che è venuto fuori:

1. Consultazioni pubbliche
2. Report e pubblicazioni
3. Notizie e informazioni
4. Scuole
5. Politiche

Quando finirono, uscirono dalla sala e io chiesi agli insegnanti e ai genitori di compiere il medesimo esercizio. Ecco quello che scelsero gli insegnanti come prime cinque indicazioni:

1. Insegnanti
2. Curriculum, programmi e guide d’insegnamento
3. Materie d’insegnamento
4. Pianificazione di lezioni degli insegnanti
5. Curriculum

Questo è quanto hanno scelto i genitori:

1. Curriculum, programmi e guide d’insegnamento
2. Supporto ai miei bambini
3. Informazioni generali sugli esami
4. Protezione dei miei bambini
5. Ricerca della scuola

Mentre esistono alcune correlazioni tra le parole di attenzione degli insegnanti e quelle dei genitori, non c’è alcuna corrispondenza tra quello che pensava lo staff del dipartimento dovesse apparire sulla home page del sito Web, e su che cosa i due mercati target fondamentali avrebbero desiderato vedere. L’interesse dei semplici cittadini ricade su cose come “politiche” e “report e pubblicazioni”, mentre gli insegnanti sono attenti agli “insegnanti” e “alla pianificazione delle lezioni degli insegnanti”, così come i genitori sono attenti al “supporto” e alla “protezione” dei loro bambini.
Perciò, per favore, non cadete nella trappola di pensare che quello che interessa a voi come organizzazione sia anche quello che desiderano i vostri clienti. Pensate a Mary, Jennifer, Tomas e Johan ogni giorno. Mantenete i vostri potenziali lettori del Web in maniera completamente integrata nelle vostre procedure di lavoro in modo da riuscire a parlare il loro linguaggio e non il vostro.

Gerry McGovern è una riconosciuta autorità internazionale nel settore del Content management. Ha partecipato a centinaia di conferenze e workshops in più di 26 Paesi. Ha scritto tre libri. Il suo ultimo volume “Content Critical” è stato definito da Knowledge Management Review come la “Bibbia” del Content management. Il suo libro si intitola “Killer Web Content”. Gerry McGovern ha aiutato tantissime organizzazioni a costruire grandi siti Web, progettando tutto, dai motori di ricerca al software di Content management. Tra i suoi clienti citiamo: BBC, Microsoft, Pioneer, American Academy of Ophthalmology, Cisco, HSBC, Hewlett-Packard.

Presenterà per Technology Transfer (http://www.tti.it)a Roma il seminario: “Usare il Task Management per creare Customer-Centric Websites” nei giorni 22-23 maggio 2008.