Recapping Google+ and Facebook changes

Instead of doing the regular “5 stories you might have missed”, I’m focusing on the recent changes to Google+ and Facebook. There is just too much going on to ignore.  This update brings you up to speed on what happened in the last two weeks or so.

Google+ may be at beginning of lifecycle, but Facebook is running away with the competition.  I heard it said, and I tend to agree, that:

  • Google+ is for the techie, early adopter type
  • Facebook is for everybody else

Google new features

  1. Opened to everyone 18+: This is important because one of the reasons Google+ has stalled is it doesn’t have the “network effect” working for it. That is, it didn’t have enough people on the site to make it relevant or spreadable. For example, it’s great that I can create circles of my friends, but very few of my real-life friends are on Google+. The real question is will the masses adopt to Google+? Google+ needs the late adopters to jump aboard, but the feature set, as compared to Facebook, doesn’t give people much incentive to try Google+.
  2. Added search: Ummm…yeah the search company added search to it’s social networking platform. No. I don’t know why it took them so long either.
  3. Google+ API: Another thing holding back Google+ is that you can’t update Google+ from social publishing sites like Hootsuite and Tweetdeck. The problem with the published API is that it is only for “reading” public updates on Google+, you can’t “post” to Google+ from other sites. Besides the hassle of having to go to Google+ to post there, it also means you can’t schedule updates – which is a pain. In summary, this initial API is “ho-hum.”
  4. Hangout improvements: My favorite recent improvement are the changes to Hangouts (video conferencing). Hangouts are now  available on mobile. You can do document sharing, hangout naming and broadcast hangouts. This can be a great publishing tool and I’m considering trying out a scheduled Marketing Technology hangout.
  5. klout integration: With the published API, klout is now able to score your influence on Google+,. For some this is an incentive to post more frequently on Google+.

Facebook new features

This is a list of recently added features added, they are not the newest features announced at F8.

  1. Subscribe [Facebook]: This feature allows you to get updates from people who you don’t follow.  For example, I learn a lot Jay Baer, but I don’t really know him (although I did snap a great picture of him at sxswi) – so it would weird for us to be “friends“. I can now subscribe to Jay’s updates from his Facebook page.  Y0u can also control how many updates you get via the subscription. So, subscribe is like a follow on Twitter, although the granular controls are an improvement.
  2. Improved friends lists [Facebook]: This feature is a direct response to ongoing concerns about privacy and Google+ Circles feature. The new friend lists are created automagically (close friends, family, etc). In addition, Facebook has made it easier to add people to lists. One of the challenges of getting set up on Google+ is setting up your Circles, so this easy-of-use feature is a plus.
  3. Reorganized page layouts [Facebook]: What’s nice about this update is Facebook is adapting what you see according to your usage. If you check Facebook frequently you’ll see the most recent news, however, if you visit less often you’ll see the top news in a newspaper layout. The new ticker moves some of the noisy posts to the side in a real time feed.

Facebook announced features @ F8

  1. Timeline [Facebook]: This was the focus of the Zuck’s presentation at F8. Timeline provides a seamless chronological view of your life (rather, your life on Facebook).  Your updates on Facebook will be smartly arranged on the Timeline and you can add past events/components to curate your Timeline before Facebook existed. I found this update underwhelming because I have neither the time nor the inclination to invest time in curating my life on Facebook.
  2. “Frictionless” app integration: This improvement updates your Facebook activity without you having to do some clicking. For example, with a one time authorization of the Spotify music app, the music I listen to is posted to my newsfeed. Critics of this new feature say that Facebook is “killing taste”. I’m not so sure about that but I do know I still like a measure of control over what is posted about me. Not everyone needs to know how much Girl Talk I really listen to.
  3. Verbs!!!: Goodbye “Like” button? Soon you will be able to do more than just “Like” something.  “Like” allowed brands on Facebook to draw people to their Facebook page. The additional traffic was good for brands and Facebook. Now that everyone is on Facebook, “liking” something feels like a very limited range of action.  With verbs users will be able to “watch” a movie, “listen” to a song and “eat” some yummy BBQ.  Good move Facebook, but brands will have to rethink how they move from “Like” and take advantage of the new verbs.
  4. Shared experiences: As Zuck demonstrated on stage, you’ll be able to listen to a song with friends and when Congress fixes the online video privacy restriction, I imagine you will be able to watch a Netflix movie with friends. Facebook is working to keep you on the site and shared experiences is a step in that direction.
https://blog.facebook.com/blog.php?post=10150286921207131 al

Blue Train Mobile – mobile websites

During #ims11 I had the pleasure of meeting a few members of the Blue Train Team and I was able to convince Steffan Berelowitz, Conductor & CEO, to jump in front of the camera. I wish I had asked them about the name, “What’s with the train theme? Isn’t that sort of 1910?” but I do like how they fully commit to that image in their branding. From their business cards to their cute blue train icon, they’re all about getting there on time.

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You can check out Blue Train Mobile on their website, twitter or Facebook.

10 Marketing Technology Take-Aways from #ims11

1. Use technology to support a market differentiation strategy

Be focused and committed to one ideal and you will stand out. Too many companies are racing towards sameness with an arms race of copy-cat features. It’s difficult to build brand affinity if customers can’t tell you a part.  Examples that come to mind are LBS vendors (though I seem them taking diverging strategies now) and the Google and Facebook social network competition.

2. Become adept at using Google+.

Your presence on Google+ will be rewarded with a higher search ranking. It’s no surprise Google favors it’s own social outposts over others (what happened to “Do no Evil?”).  Be sure to fill in “Current Employment” with the most interesting content because that’s what people see when they roll over your image.

How to find people on Google+

  • Findpeopleonplus.com
  • Group.as

Lastly, if you’re in a regulated industry your access to Facebook and Twitter is likely blocked or limited. However, corporate IT departments are more likely to keep Google properties open. If you’re selling into regulated markets, Google+ could be the best avenue for reaching your audience.

3. Focus your technology on three segments

Top of the Funnel

  1. Content is king (blog posts, videos, etc)
  2. Social media
  3. Online Marketing (PPC, SEO)
  4. Referrals, Partners

Middle of the Funnel

  1. Create custom campaigns for hot, warm, and cold leads
  2. Personalization is key
  3. Make every touch relevant and useful

Bottom of the funnel

  1. Automate sales stage communications
  2. Provide supporting evidence
  3. Welcome customers (make it personal and relevant)
  4. Be systematic about every decision

4. QR code scanning has not reached mass adoption, so continue to pilot. [YMMV]

The Celtics noticed recorded that at an outreach event there were two subscription options: digital with QR codes and analog with a paper sign up sheet.  Here were the scores:

QR code scans = 100

Paper sign ups: +1,500

The Celtics found that a simple paper sign up was a simpler choice for events, but that doesn’t mean QR codes are bad – your mileage may vary.

5. Tools + Tactics – Strategy = Chaos

Make sure you have a plan. I recommend Forrester’s POST strategy framework. Infusionsoft provides this template to help map out your tactics.

6  Want to build a twitter following?

  • Tweet a lot of links and don’t be overly conversational.
  • Click through rates increase with tweet scarcity; don’t crowd out your own content.
  • Click through rates are higher on Saturday and Sunday when there is less tweet volume.
  • Don’t be afraid to identify yourself as an authority.
  • Be positive, people shy away from negativity.
  • Ask for a RT, but don’t be annoying.

7. Have a mobile strategy that converts searches to revenue

70% of mobile searches lead to action within one hour, is your mobile strategy capturing that potential?

Kendall Jackson was held out as an example of doing mobile right. They have SMS, QR codes and URLs on bottle tags – let your customer pick the tools. Don’t force them to adapt to you.

8. How much content is enough?

I thought this was a great question for Chris Brogan. His answer was an eye-opener:

  1. Post 2-3 times a week to maintain an audience
  2. Post 2-3 times a day to grow an audience

9. Updated Customer Lifetime Value (CLV) metric

[important]Social CLV = Word of mouth referrals + new sales idea + customer support savings[/important]

Many wrestle with how to measure social efforts, the above was provided by Clara Shih and I think it provides a good strategy to define metrics from.

10. I’m leaving this one up to you, what was your Marketing Technology take-away from IMS?

Hit me back in the comments.

https://docs.google.com/spreadsheet/ccc?key=0AuENCUe6R53-dHc1bWduMVpkWG4wZm5pNGdWVXRLZ3c&hl=en_US#gid=0

5 Marketing Technology stories you might have missed 9-17-11

Here are 5 Marketing Technology stories you might have missed.

1. Google releases Google+ API

[link] Google+ finally published an API to allow applications to interface with it.

MY TAKE: Although I work to post the right content to the right audience, applications like Hootsuite & Tweetdeck allow users to manage their social conversation with greater efficiency.  The initial API provides  “read-only” access to public posts and therefore it won’t be very interesting.  Once the API works both ways it will be a welcomed improvement.  Yet, this improvement only affects people already using Google+, this won’t draw more users to the social network.

2. Carbyn Has Built a HTML5 OS

[link] Carbyn is brand new.  It launched at TechCrunch this week but it is a look into the future. There is no install, the OS runs in a modern browser. Sign up for Carbyn here.

MY TAKE:  The ability to run an OS in the browser that runs crossplatform apps opens up the door for new possibilities.  It’s hard to classify, but it sounds like a super-hypervisor OS.

3. Sites See Results from Social Sharing Buttons

[link] A study of the top 10,000 websites showed that only 53.6% used at least on social link or plug-in.  The study also evaluated the impact of social sharing. For example a site with a tweet button was mentioned, on average 27 times.  A site without a tweet button was shared only 4 times.

Which social sites were most popular?

  • 50.3% Facebook
  • 42.5% Twitter
  • 8.1% Google+
  • 4% LinkedIn

MY TAKE: If you don’t have social sharing on your site your reducing the likelihood your content will be shared and seen 8 fold.

4. As Social Spending Rises, Which Metrics Are CMOs Focusing On?

[link] A recent survey of CMO’s conducted by Duke University’s Fuqua School of Business and the AMA showed a growing use of marketing metrics and a decrease in the use of sales metrics.

Which social metrics are marketers using?

Site visits and page views were still the top social media metric used by US marketers, with 52.2% of respondents highlighting that tactic in August 2011. However, counting the number of followers or friends jumped to 34.1% of respondents, up from 24% in August 2010, and buzz indicators or web mentions also increased, from 15.7% of respondents in 2010 to 20.5% in 2011.

Meanwhile, use of sales levels as a metric dropped from 17.9% of respondents in 2010 to 13.3% in 2011, and fewer also measured revenue per customer, with only 9.6% of respondents highlighting that option this year, down from 17.2% in 2010.

MY TAKE: This is spot on.  Social is best used as a relationship builder and servicing medium. Sales will follow but attribution to social efforts will continue to be difficult. We live in a cross-channel world.

5. Five Ways to Improve Your Landing Pages for Better Conversions

[link] Great list of how to keep your landing pages clean and purposeful.

MY TAKE: CMI does a great job of helping Marketers focus on the basics.

IMS Day2 – afternoon notes & take-aways

Day 1 morning notes

Day 1 afternoon notes

Day 2 morning notes

Uncovering The Science Behind Viral Marketing with David Skok

  • Best business model is low cost of customer acquisition (COCA) and high lifetime value (LTV)
  • The viral loop: customer sees your app –> tries it –> decides whether to share –> creates and invitation –> friend receives –> friend decides whether to look
  • K = the Viral Coefficient
    • k = # invites x conversion rate x
  • [important]Shortening the cycle time has a far bigger effect than changing the Viral coefficient[/important]
  • See full presentation here.

 

The basics of virality

  • What is the viral hook – what makes people want to share content?
    • Something very compelling that the user wants to share
    • Something of value
      • Applications
      • Educational content
      • Data
      • Things of monetary value
    • Something entertaining
      • Humor
      • Games
    • News
    • Inherently Viral Services
  • Content or Product/Service
    • Has to be a FREE product service, not cheap.  FREE!
  • Seeding
    • The bigger your initial seeding the better
    • Paid seeding – there are companies that provide such services
  • Spread through Communications Networks
    • Use reshare buttons
    • What you want: low effort for user to share. social, email, etc…
  • Refreshing and re-seeding
    • Google Search: paid and organic

Why do people share?

  1. High arousal, Positive (awe)
  2. High arousal, Negative (anger)
  3. Low arousal, de-activating (sadness)

How to Optimize Virality

  • Optimize your sales funnel
  • Get inside your customers head
    • what are they not doing what you want them to do?
    • figure out what motivates them
    • create a solution that entices them
  • Look for ways to get your customers to tell their friends about you
  • Hybrid viral = added some virality to your existing content; good not great, but better than nothing

Info at: http://forEntrepreneurs.com

 

The Future of Mobile Marketing

What is mobile marketing?

  • Most intimate device ever invented.  It knows more about you than any other device
  • Develop mobile ads for mobile devices
  • Information is very actionable, 30% of restaurant searches are done via mobile
  • 70% of mobile searches lead to action within one hour
  • URL has to go to a mobile landing page (otherwise you burned a prospect – perhaps for life)
  • Examples of excellence
    • Kendall Jackson wine – next tag has a QR code, URL and SMS: Offer is a pairing geo located to local tastes
    • Use SMS, QR, Short codes AND URLs – different people use different tools
  • Watermarking is the ability to see an invisible bar code

 

Developments In SEO: What Every Marketer Should Know with Dharmesh Shah

  • 46% of daily searches are for products/services
  • 70% of links in search are organic  – not paid
  • Best thing to do for SEO is create great content
  • Goal: increase SEO to reduce your PPC
  • Search and social together – social discussions are used to personalize search results (signals of quality)
  • Search isn’t competitive game, you need to beat others, ergo your social efforts enhance your visibility (more than your competitors)
  • Google+ will likely result higher in search results
  • Another value of sharable results is that you can see which of your friends have shared the content (or not) drives higher click thru rate
  • Google Panda update removed crap from search results
  • If your marketing is broken, don’t automate it. TRANSFORM IT
  • Forget b2b and focus on b2h(uman)
  • [warning]Call to action: rethink how we market, even the touchier/feelier upgraded marketing[/warning]

 

Switch: How to Change When Change is Hard with author Dan Heath

[important]Change is hard[/important]

We have two brains
1 – rational conscious deliberate
2- emotional unconscious automatic

  • Emotion is like an elephant, the elephant drives us
  • There is a rider on the elephant
  • For example, a diet is hard because the rider is barely in control of the elephant

3 part framework for change

1- Direct The Rider

  • Analyzing problems comes naturally to us, analyzing success doesn’t
  • Psychologists say: “Bad is stronger than good”
  • Find the bright spots – obsess over success and figure out how to replicate it
  • Information can be TBU – true but useless
  • Instead, find what’s working today despite the obstacles and do more of that

2 – Motivate The Elephant

  • Need to induce acceptance in those we want to accept the change
  • We typically start by explaining the change
  • Instead, speak to the emotional elephant
  • Change comes from feeling

How do you convince colleagues to change?

  • Spreadsheets don’t work. Tangible, evidence that people connect to does work
  • How we think change works: analyze –> think –> change
  • [important]How change actually works: see –> feel –> change[/important]

3 –Shape The Path

  • Being specific with instructions significantly increases the likelihood of change
  • Ultimate Example: Amazon’s Buy now with 1-click
  • Have you 1-clickified what change you want to drive?
  • Example: stand up meetings combat long meetings
  • At work: remove obstacles and make change easy
  • Make “yes” the path of least resistance

 

https://docs.google.com/spreadsheet/ccc?key=0AuENCUe6R53-dHc1bWduMVpkWG4wZm5pNGdWVXRLZ3c&hl=en_US#gid=0

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