We are living in a Golden Age of Television and I am not ashamed to say that I watch at least 20 hours a week. Way more than I ready books, but far less than I use the internet.
That’s why Google’s announcement at Google I/O made me so excited. Think back to GMail. Gmail took what we all love about email and made it easier, more useful, and more meaningful by adding search, personalization, and simplicity.
Keyboard? I’m most nervous about the typing…currently, my DirecTV has a pretty cool search feature…but, it’s crappy with the remote and interface. Are we going to have to use a keyboard?
Android Integration This could be the “killer app” for both Android and Google TV. If they were able to turn the mobile phone into a smart remote control, that would improve the value proposition for both.
Additionally, that could usher in a whole new era of TV personalization if flawless integration with Android worked well. Most of my favorite TV recommendations came from friends whose numbers I have in my mobile phone. Would love to see all that magic social network stuff play out here and recommend exactly what I would like.
Super excited, sign me up now.
Great work – Guy lands a job at Y&R buying Top Agency Creative Directors names as keywords on Google Search cc @jusfonzin
There is so much insight here:
1) The internet is a better showcase of talent beyond the CV and interview
2) Agency types google themselves all the time
3) Excellent creative work can be done in search ad copy format
4) Finding a keyword niche (names) that reaches influencers (creative directors) can have a big payoff (awesome job)
Here’s a plug to Alec Brownstein”s Blog, I’m keeping my eye on it.
Joseph Thornley did a quick google trends query to see how people are searching for terms I’m interested in on the web. No surprise….PR is no equal with Social Media and Social Networking.
Also interesting is that Social Media has caught up with Social Networking in terms of search volume.
This is an index number, so don’t think that PR is going away…all this shows is that people are searching for Social Media and Social Networking as much as PR.
IMPLICATION – Social has to be one of the key pieces integrated into a comprehensive communications strategy. It works best when it is a piece that operates together as part of an overall strategy, and companies are expecting that.
Only one word is needed to describe the benefits of the semantic web: PERSONALIZATION – The Semantic Web: What It Is and Why It Matters [VIDEO]
Anyone working on the internet should always be prepared for this question …What is Web 3.0? The semantic web is a boring term and it’s also incredibly hard to explain. This video does a pretty good job.
What works for me is the word “PERSONALIZATION” This is the benefit that all the hard core Techies can agree with AND is simple enough to describe to management as a big idea.
Hopefully Twitter’s Follow Bug is Part of a Change To Allow Advertising for Followers. If not, watch out @JustinBieber
Mashable reported today that a bug in Twitter allows you to force someone to follow you by simply typing ” accept [username] “. This seems so simple…and after 13 Billion Tweets…how is this issue just now arising? I’m hoping it’s part of work being done to Twitter’s platform to allow advertising for followers. I’m secretly hoping that they’re making changes to the platform to allow for this type of advertising. This could just be a hole in the platform left open during devlopment.
I mean seriously…all these wonderful years of Twitter and we’re just now finding this out? This has to be a recent hole.
I also did a quick search of “Accept ” to see who people were trying to get to follow them…which was fascinating. No surprise, it was celebrities. Jessica Alba, Barack Obama, and Lady Gaga. I found only one tweet of someone trying to get Google to follow them…and more than you would want to believe for @JustinBieber.
Maybe we should all just pay celebrities to Tweet our stuff…Would be easier to measure the I in ROI for sure.
Bartle Bogle Hegarty (HHS) did the creative on these wonderful spots. In a world where every marketing department wants a “viral video”, Google succeeds through a combination of 1) Excellent creativity. 2) Production Execution and MOST IMPORTANTLY 3) Tying the content to the product benefits.
I’ve always been a huge geek for Google Chrome, but never quite been able to explain to my Mom or Dad why they should get it. These videos do a much better job of explaining it without any words.
I used to work for Allstate and would intensely study the competition and what they were doing. American Family and USAA were a company I always watched. I really loved how she said that AmFam listened in Social Media for a Full Year before leaping in.
This is a great podcast too – http://brandfasttrackers.com. It’s now one of my regular listens.
I observed an interesting trend in commercials during a recent episode of 30 Rock. A majority of advertisements now direct viewers to the company’s Facebook page rather than the brand’s home page. This isn’t necessarily a good strategy, but it does say a lot about the importance of Facebook in integrated marketing communications.
Brands realize that millions of people are spending hours on Facebook every month and they want a piece of that. But who are the best types of people to engage on Facebook? More importantly, if you’re buying ads on Facebook, who do you want to target?
This awesome widget from Forrester shows that Social websites are the domain of younger generations. Older consumers are joining Facebook, but not at the scale of younger people.
Fewer Facebook Friends = More Real Estate for Your Brand
It is exactly this reason you should target your ads to older demographics. Because there are fewer older people on Facebook, your message is more likely to show up on their news feed.
Sure, your brand’s Facebook application is pretty nice, but the first thing you see when you login to Facebook is the news feed. This ability to get your brand’s message right next to baby photos and funny links is what makes engagement on Facebook so valuable.
A simple example: An older user with 50 friends will see your message more than a younger user with 500 friends.
Be careful…you don’t want to overdo it and annoy your fans. I like traffic from Facebook because visitors typically stay longer and visit more pages. So, it’s tempting to post LOTS of messages.
If you do so, the graphic above would be ALL green, and your precious fans won’t see any updates from their friends and family and could hide or unlike you.
The classic “Marketing Mix” created in 1953 by Neil Borden and taught in business schools around the world needs to be officially updated. Originally consisting of Product, Placement, Promotion, and Price, it outlined the fundamental issues a company should consider when developing a marketing strategy.
PEOPLE – The 5th P in the Marketing Mix
The social web is now so critical for companies that it’s time to update marketing textbooks, strategies, and approaches. PEOPLE, and the way the share opinions, recommendations, and personal stories are critical to a company’s success.
The importance of PEOPLE is obvious to most readers of this blog…so why the post? By looking at how companies treat the other 4 Ps, we can make recommendations on how to treat PEOPLE as the 5th P.
Businesses take action with the other 4 Ps by staffing an organization, investing money, & partnering with other companies.
Product, promotion, pricing, and placement all have large roles in an organization. Entire org charts are filled with PRODUCT Managers, PRICING Analysts, PLACEMENT Specialists, and PROMOTION experts. Now it’s time to add Social Media to the organization chart.
Hiring staff focused on the PEOPLE aspect of your marketing plan signals does the following:
- Signals to the organization that PEOPLE are a key piece of your marketing strategy
- Makes the responsibility of engaging the consumer a full time job rather than a side project of an existing role
- Holds someone accountable for executing the strategy and measuring the results
Companies spend millions of dollars on PRODUCT development through R&D. Additionally, major capital investments in distribution (PLACEMENT) technology help get the product where consumers can actually buy it. Oh and then there’s PROMOTION…you see how much a Super Bowl ad costs nowadays?
Making an investment on the PEOPLE aspect of your marketing plan does the following:
- Improves a company’s ability to execute quickly and effectively on strategy
- Drives results by forcing actions to tie back to Return on Investment
- Signals to the organization that a PEOPLE aspect of a marketing plan deserves as much attention as other functions and projects
Advertising agencies, distribution experts, retail agreements, and product development firms are all multi-billion dollar partnerships for a reason. They provide incredible external value to an company looking to specialize in what they do best.
Forming partnerships with agencies, bloggers, social networking sites, and technology consultancies is critical for the following reasons:
- External partnerships help spread best practices to your organization as outside sources typically see a broader perspective of the space
- Outsourcing work to experts is not only more resource effective, it typically leads to better results…Unless you didn’t ask your Social Media Consultants the right questions
- Working with bloggers can increase the potential for earned media and also create a steady supply of traffic and link juice
It’s time to place PEOPLE at the same level of importance as Product, Placement, Promotion, and Price. What other areas of business can we apply to PEOPLE to drive organizational change?
Social Media is now on a subject at corporate strategy meetings, executive off-sites, and a part of brand strategy. Even the most conservative companies are dipping their toes in the water and trying to increase shareholder value through the new web.
Great job everyone…you’ve lived up to the hype of the Social Media Revolution Video…
It’s time to start thinking about what to do next.
Setting Next Year’s Social Media Strategy
As Jeremiah Owyang reasoned, if you like boxes and have a decision to make, use a 2×2 matrix. They are great ways to organize thinking. Good strategies have clear business objectives for Social Media and well defined user problem or need.
What business objectives are we trying to accomplish with Social Media?
- Reduce Costs
- Increase Sales
Who are our target users for this initiative?
NOTE: Some people will argue Suppliers, and I think there are selective industries where that would apply. However, for right now, the most benefit for companies is focusing on Customers and Employees.
Social Media Strategy Matrix
Each part in the 2×2 has unique business objectives. Examples of types of projects can be seen in the box.
Setting Next Year’s Social Media Strategy
- Step 1 – Do a Social Media Audit of all your projects
- Step 2 – Plot those in the box based on their objectives and target users
- Step 3 – Plot where your COMPETITION is focusing their efforts
- Step 4 – Identify the Social Media White Space in matrix
- Step 5 – Pick an executive sponsor or key function
- Step 6 – Research the users and analyze the problem
- Step 7 – Brainstorm and prioritize potential ideas
- Step 8 – Select and staff the projects
- Step 9 – Use a a portfolio approach for Social Media Governance