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Posts from the ‘SMO’ Category

29
Jun

Google’s Go-To-Market Strategy: Horrible

Sometimes having too many smart people with a singular focus in a room can hurt you. I’m beginning to believe this is the case at Google; too many PhD’s in mathematics and computer science, not enough marketers in the room who don’t have any skin in the game. Someone who can be objective about what they see and the best way to capitalize it. It seems that Google just never gets it.

Enter the + (And Everything Else Google Launched Yesterday)

Google + made its appearance to the world yesterday. I haven’t used it and can’t speak to it. What I can speak to is the unveiling strategy of Google+ and how oddly familiar it is to Google Wave’s introduction. And, if we’re keeping score on this one, I was right about Google Wave in the end. As Danny Sullivan said yesterday:

Google's End of Quarter Product Launch Madness

Product List and Reading Materials from 6-28-2011

Because Google pushed so much out the door yesterday, it’s hard to keep track of everything that surfaced. I’m not even sure this is a complete list, but there are some very interesting things that happened yesterday.

  1. Google+
  2. Google Swiffy
  3. Google What Do You Love (WDYL) Search
  4. Google’s Aesthetic New Black Toolbar
  5. Google Places New Look

Whew. That’s an awful lot of stuff to throw at the wall, especially in one day. While everyone is phreaking on Google+, quietly Google put out an awesome resource of Swiffy, converting SWF files to HTML 5. And the changes to the Google Places page is very interesting too, along with the toolbar change.

Throwing Crap Against the Wall

I think even hack, unseasoned marketers know that’s probably not the best way to introduce products to market place or the public. It’s the, forgive the language here, “Shit Stick” method. You throw as much shit at the wall as you can, and see what sticks and holds. For company that has, what seems to be, an unlimited marketing and product development budget, I guess this can be successful.

I’d argue that it makes more fiscal sense, as well as marketing sense, to develop one or two great ideas and create an intriguing, solid go-to-market strategy. But, you say, that’s what Google did with Google Wave.

Google Can't Market Worth a DamnGoogle Can’t Market Worth a Damn

Say “STOP” when this sounds familiar: groundbreaking product, huge hype (over-hype), limited admission (huge bottleneck) in order to create the appearance of exclusivity disguised as “slow testing”, and little to no mention from anyone outside the tech and search industry. Wow, that’s exactly what Google Wave was. But, it’s also Google+’s entry into the market place. It has the same scent as Google Wave, same short-sidedness as Google Wave, and nearly the same go-to-market strategy as Google Wave.

Marketing to the Technological Elite Isn’t a Great General Marketing Strategy

Can Google please hire just one marketer to sit in these “product launch” meetings? You know, someone who knows a little bit of something about the general populous, societal behavior, and how to get people into using a product? Because Google hasn’t done it right, again. Unless of course, they only want the tech and search community to use the tool?

What Google is trying to do is get people who don’t need Google+ to use it. And the best way to do that is to explain the benefit and the need to general populous. Not to the people who will use it anyway. They market this product to the people who, for the most part, are fluent in technology and not to folks that aren’t. And that, people, is how scores are kept: can you make this product attractive to someone who doesn’t need it (right now) and make them use it? That is where market saturation is reached. They’ve got it backwards: Google markets to the technological elite and savvy and hopes it filters down to the general public.

And, if Google ties employee bonuses to social product success, as reported by Geekosystem, then their products will consistently fail. Yes, that’s an attractive carrot to dangle; however, in my opinion, people only work just hard enough to achieve bonus levels. Meaning, the initial push should secure the bonus and then no one has to care.

Sacrificing Your Core for Frills?Sacrificing the Core for The Next Big Thing?

Dave Winer’s post “Google Yawn” is an interesting one, and I think it hits home the point: killing who you are and what you do to be everything to everyone. I don’t know how Google+ will shake out because I haven’t used it. I hope it succeeds, I really do. But, if you’re asking me based on the go-to-market strategy, then I say it has a very slim chance of survival past 9 months. Google product launches are nothing more, to me, than a big, expensive firework: huge explosion, flashy presentation, loud noises, and they fizzle away into oblivion.

23
May

The Center of the Corporate Galaxy is not Facebook

Wrong. Facebook is not the center of your online universeI don’t know how it happened. I don’t know why it happened. And, I don’t know who thought it was a good idea. I do know, however, that your corporate Facebook page should not be a substitute for your website. And, yet for some reason, major brands insist that interested consumers go to their Facebook page from expensive television ads and paper ads. Let me start out by saying, that it’s commendable that big brands are attempting to integrate social media into their repertoire. But to use Facebook, and other social media sites, as the central hub of how consumers get to know your brand, and interact with your brand, is simply wrong.

Your Website is the Center of Your Galaxy

Your website is, and will always be, the center of your corporate galaxy. It retains the most gravity (in a sense) with major search engines, it’s what brand-loyalists will know first, and it’s what prospective consumers of the brand will run across first.

Facebook, Twitter, LinkedIn, etc are satellites in the corporate galaxy, and are of varying size like the planets in our galaxy.  For example, your Facebook page can be the Jupiter of your corporate online universe: a hefty gravity of its own, numerous moons, but still bound to the gravitational pull of the Sun (your website).

Put it in Perspective

How Your Corporate Online Universe Really Functions

Satellite Brand Extensions

Social sites are satellite extensions of your brand, they were never meant to be the spokesperson for your brand, but rather a liaison or a networking mercenary. A lot will argue that point because they think that’s exactly what social is intended for: spokesperson-dom. But, it shouldn’t be the authority on your brand. That’s your website’s job. It’s where the information is (or at least should be). It’s where consumers find out what you offer, what you do, and how you do it. And, yet, big brands are continually positioning Facebook as the destination.

Everything Facebook Can Do, Your Website Can Do

Even those brands using Facebook successfully are still driving consumers back to their website to engage the content, tacking some identifiers into the URL string so they know the came from Facebook. Let’s look at a cross-section of several industries:

All the contests you promote, all the special content you promote, and all the slick, time-saving apps are already on your website. Why aren’t you driving engagement there? Why not advertise specially created landing pages from costly TV ads and print buys? Why are you driving already-loyal consumers, and those you hope to persuade, to the Facebook walled-garden? Moreover, why are you sending them to place where your competitor’s ads are and can roam freely, defeating the purpose? That’s why there’s Facebook Connect, allowing people to “like”, share, and interact with your Facebook wall directly from your website.

Don’t Tell Me It’s About SERPs & Engagement

Even though Bing will be using Facebook “Like” data in the SERPs, it’s still not very prevalent. Here’s one example query, signed in with Facebook credentials: “milwaukee bucks” – Bing http://binged.it/jgfs2z . It’s no different than what you would find in Google’s SERP, signed in, with +1 and social connections promoting things via Twitter. Beyond that, just how influential are these social “vouches”, the “likes”, in the search results? Are they really that jam-packed with influence as to alter a searcher’s decision? In my opinion, no, not in the least. But that won’t stop SEMs and Social gurus from pushing it down everyone’s throat to justify their existence.

Engagement? Is the engagement that much better or more meaningful on Facebook? Is a “like” really that significant on a macro or micro strategy level? All these big corporations, and mid-sized businesses, are doing is creating an extra step to get to the information. If you want to get people to enter your contest, or look at specials you’re running, or engage some nifty application that might make their lives easier, why not send them to unique landing pages on your site? It stands to reason there would be some incredibly valuable consumer engagement when they don’t have extra barriers to plow through, right?

Keep your corporate website the focus of your online universeHere Comes the Sun

Stop treating your website as superfluous. It is your online brand. It is the center of your corporate universe and all your social satellites revolve in its orbit, not the other way around. Your website shows up in search results first; I’ve seen corporate pages take up to as many as the first 5 spots. And, what’s never on the first page of results in both Bing and Google? Your Facebook page.

Your social media efforts should serve to drive consumers, and links, back to the site where the engagement and experience is richer, more informative, and more data mine-able to help you make better decisions about your website and your social campaigns.

10
Jan

Social Media Optimization: Just Another Slice of the Pie

Social Media Optimization is Just a Slice of the PieSince 2008, this term has been all the buzz among search marketers: social media optimization. In 2009, it’s spread like wildfire through the big corporate business community (you know who I’m talking about: Dell; the poster-child of Fortune 500 social media). And in 2010, it was a must have for every business (even if it may not be right for your business) thanks to mainstream press organizations and anyone with a blog. It seems that 2011 is picking up where 2010 left off: pushing social media profiles and optimization.

Another SMO Push Article

iMedia Connection had a post last week explaining why SMO (social media optimization) will be the new SEO. If you haven’t read it, here are the major points that solidify SMO as the “new” SEO:

  1. Dennis Franczak and his colleagues get the majority of their news from Facebook, Twitter, and LinkedIn, before resorting to Google/Bing/Yahoo search to find an answer. Hence viral communication is more important.
  2. That it is less about finding information (the search for information) by optimizing it, rather the lasting model is targeted-audience pull information.
  3. Because Bing now has “firehose” access to Facebook data, he argues that specific content is now available on personalized pages. Thus, making it a better experience, and more attractive, to audiences that don’t want to deal with Google SERP information

Push-back on the “Push” Article

I don’t completely disagree with that article; in fact, many of those points can have a case made for them. But not now. Not until average users raise the level of their understanding do any of those statements become realized. Just because social media usage has increased across the board at every major demographic, doesn’t mean social media optimization is the new SEO.

More Social Media Indoctrination for Business Owners

This does not mean that all these existing and new users want to find information on these social platforms. I have no choice but to chalk up this article up to another indoctrination piece.That’s the issue I have with the iMedia article; there is no consideration for the average user (this is not the “Reasonable Surfer“) and how they use the web to find information.

We don’t have to look any farther than the author of the piece: he’s a CEO of an agency that does a lot of traditional marketing work, but “is grounded in interactive”. It’s no secret that traditional agencies have been beating their clients over the head the last year and half with social media. It’s the last ditch effort to get in on the “internet marketing rage” and put in a stop-loss measure to losing their clients to search marketing firm, keeping that revenue in-house.

Search Marketers Use Social Media Platforms for Information

Marketers use social media platforms to find information. Marketers want to encourage users to get to business pages, interact, and provide answers.

Average users do not use social sites (i.e. Facebook, Twitter, LinkedIn, etc) to find information. They go to these sites to tell people about what they’re doing personally or what’s happening in their careers, and to interact with friends and family members (i.e. connect, re-connect, catch-up). Average users may see product or service comments in these spaces, but will go to a search engine to validate/investigate those claims.

In my opinion, that article doesn’t take that into consideration. I don’t know a single person (friend or family member) that begins their information hunt on Facebook or Twitter. They simply stumble into it and use search engines to find sites about that product/service/topic.  And, I think Pew backs me up on this:

 

2010 Internet Usage Stats by Generation

Click to Enlarge

SMO is Just Another Slice of the Search Marketing Pie

No one is ever going to suggest that SEO is the end all, be all of search marketing (even though we’d like to think so :-) ). It just isn’t so. There are plenty of other avenues a business must take into consideration to have real online success: paid search, email marketing, conversion rate optimization, social media, and traditional marketing pieces. Are all these slices created equal? Are all these slices of the same urgency? No.

SEO is not social media optimization; never has been, never will be. And, I would venture to say, that SEO should be largest piece of the pie with the most urgency attached to it. Social media can be an important piece, but it doesn’t work for every business, can’t be effectively implemented for every business (not without looking you just got off the bandwagon express), and still has yet to stand-up to the ROI question.

The Website and Search are Still King

As long as search is still the one of most popular activities among all major demographics (see Pew image above),SEO Still King of the Web there’s no reason to feel rushed/bullied by traditional or hybrid agencies into starting a social media optimization campaign. While social media has increased usage across the board, it is still tangential/supplementary element to an online marketing effort.

The website is still king. Search is still a primary activity among all demographics; the idea that people are/will be using social platforms as primary source in lieu of search engines to find information is simply wishful thinking. That doesn’t mean you shouldn’t involve your company in social media; by all means protect your brand name on the web by owning profiles on major platforms.

But social is not a make-or-break solution. That is, if you don’t have social media, your online efforts aren’t dead. However, not having some modicum of SEO on your site (in the event you’re not a huge brand name), could very well damage your ability to create a successful online marketing campaign. As far as I’m concerned, SMO is should be a very distant thought in your SEM arsenal.

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