Google+ Devotee

Call me a brand evangelist, an ambassador, a hired goon but I am a proud Google Plusser and here’s why.

1. Conversation – I can actually have an engaging conversation in Google+ about issues that are meaningful to me.
2. Circles – I can curate to whom I listen. I can mute posts I have no interest in reading or block them completely. I can follow whom I wish and they don’t have to follow me back. I can unclutter my stream from the get-go and throughout my span of time on G+.
3. Content – I can restrict who sees and shares my content. I can edit my content once published. And all within my stream, with a handy drop-down menu to the right of my share. I can link to a website, attach a picture/video/location, all within the share window.
4. Privacy – I don’t have to look over my shoulder every time Google updates its platforms. I don’t worry that my information is owned and controlled by them as I do with Facebook who decreases my privacy with every upgrade. I have the control – which makes me more willing to share, follow people, and engage with others in a public and digital social space.

Social Media As It Should Be

For me, G+ blows every other social media platform out of the water. It is my blog, Twitter, Facebook, FourSquare and almost LinkedIn all within one incredibly clean and intuitive user interface. Within the G+ community, users have likened Facebook to high school where you mostly talk about yourself and Google+ to college/university where you talk about ideas. Perhaps here is where I diverge a little from other Plussers: I believe there is room for both Facebook and Google+ in both personal and business pages. Facebook can remain your ad space but meaningful engagement can be framed in Google+.

After attending The Google+ Project presentation during Chicago’s Social Media Week, I learned that business pages on G+ would be rolled out from October through early 2012. This was something I’d been thinking about since August when G+ first started testing their beta version with invite only users.

Google+ Business Pages

The possibilities in G+ are incredible for business pages. Companies can keep their Facebook pages which are more ad-focused, talk about themselves, and test out G+ to connect with their peers and customers. I believe this is the platform dedicated to thought leadership. It offers curation and segmentation of targeted audiences with its “Circles” feature. Within G+ you can target your most relevant content to those whom it would be most relevant.

If we look at this from an end user standpoint, how many times have we received emails that mean nothing to us? It’s no wonder click through rates are plummeting given the amount of emails I am subscribed to that deliver irrelevant content. Here is where G+ business pages will distinguish themselves with highly relevant and highly targeted messaging, and conversations.

The Almighty +1

Remember when Facebook and Bing collaborated and showed how searching on Bing enabled you to see what your friends “Liked”? Well Google+’s +1 makes that thumbs up look like child’s play. Google is the largest search engine out there and now whatever you “+1″ shows up in Google searches, including for display ads. Think of the boon this is to advertisers and how this ratchets up peer recommended products. Now with the advent of Google Ripples, you can see in real time the reach of any publically shared or “+1″ posts.

I could wax rhapsodic about Google+ for hours, and many who know me can attest to this, but for now I’ll leave you with a simple question … what’s your Google+ strategy?

Whether you’re an ad agency looking for new business or a supplier serving the marketing needs of businesses, you need to be aware of the challenges CMOs are facing today. A new IBM study of 1,700 chief marketing officers reveals that respondents are feeling stretched, but are also excited about the future of marketing.

The study reveals that top marketing executives recognize a critical and permanent shift occurring in the way they engage with customers, but are not sure their marketing organizations are ready to manage the change.

Expectations of CMOs are greater today than ever. They have to understand and engage with more empowered customers, adopt and adapt to more sophisticated technologies and tools, manage data from disparate sources and be more financially accountable to their organizations.

The study’s findings point to four key challenges that CMOs everywhere must address:

1. The explosion of data – 90 percent of the world’s data was created in the last two years alone.
2. The rise of social media – 56 percent of CMOs view social media as a key engagement channel.
3. Channel and device choices – The growing number of new marketing channels and devices, from smart phones to tablets, is quickly becoming a priority for CMOs.
4. Shifting demographics – New global markets and the influx of younger generations with different patterns of information access and consumption are changing the face of the marketplace.

The rise of social media is of particular interest for agencies. Currently there are very few global or regional agencies that are leaders in this space. Agencies need to improve their social I.Q. and become leaders to assist CMOs in understanding, measuring and growing revenue from the social space.

Carolyn Heller Baird, CRM research lead for the IBM Institute for Business Value and the global director of the study states, “The inflection point created by social media represents a permanent change in the nature of customer relationships. Approximately 90 percent of all the real-time information being created today is unstructured data. CMOs who successfully harness this new source of insight will be in a strong position to increase revenues, reinvent their customer relationships and build new brand value.” 

The customer relationship is one of the top priorities identified by CMOs, yet most marketing organizations are stuck in traditional approaches to CRM, not taking advantage of real time data and social media. The sooner marketers adopt social media and the insight it provides, the better they will be prepared to anticipate future shifts in markets and technology.

IBM 2011 Global CMO Study Compilation

To access the full 2011 IBM Global CMO Study, visit http://ibm.com/cmostudy.

Mark Hollingsworth is the Vice President of Consumer and Interactive Divisions at LoSasso Advertising Inc., a Chicago based interactive agency specializing in content marketing strategies and customer acquisition for leading B2B and consumer brands. (See more posts by Mark)

Jen Doyle, Senior Research Manager at Marketing Sherpa, recently published an article highlighting survey results about perceived 2012 marketing challenges titled “Top barriers to overcoming B2B marketing challenges.” Marketers listed “Lack of resources in staffing, budgeting or time” as their number-one challenge—by a large margin. While it may seem like a rather encompassing challenge (who doesn’t want more money, time and people?), it may be worthwhile to analyze the factors that contribute to this challenge.

The last few years have been remarkable in several ways. In the 23 years that I have been in marketing, I have never been though a more exciting and challenging time. We are in the middle of a turbulent economic period while experiencing a fundamental shift in how we need to think about and execute marketing.

The second most common challenge listed was the “Lack of ability to stop executing and think strategically.” This challenge runs deeper than simply being too busy to stop and think. We need to make sure we’re looking at the big picture—in the right way. Marketing today requires more strategic thinking and planning than ever before for three primary reasons:

1. Most marketers have not fully mastered online channels such as search-engine marketing and social media.
2. Marketing team members are still trying to catch up or catch on, and the rest of the organization doesn’t really understand the changes that have taken place.
3. There are rapidly emerging tools and technologies to measure, analyze and integrate marketing- into sales- and service models – This is a big one, and it is complex.

The third most commonly referenced challenge is key: “Limited ability to develop content.” Branded content is a largely underutilized marketing tool, and clients and agencies need to change their marketing support models to address it. Branded content builds and reinforces company reputation and messaging and bolsters lead generation and it is only getting more important. We need content managers and producers on both sides of the client-agency relationship and we need to ensure that content development is prioritized in the marketing plan. Buyers rely on the content they find online to inform their spending decision – this will not change.

Those of us in the trenches need to stay diligent about our craft, but also realize the importance of continued learning, sharing, training and repetition. Support for marketing needs to flow from deeper within every organization, and it is our job to champion this. Customer service needs be online, technical experts need to come out of the lab, opinion leaders need to speak up, and marketing needs to align with sales. Customers expect to be able to see who we are and what we have to offer before they invite us to be considered. .

As marketing leaders, we need to stomp our feet and wave our flags to get the rest of the organization to join the party. It may feel like pushing an elephant up the stairs, but it’s critical to our success.

Scott LoSasso is President of LoSasso Advertising Inc., a Chicago based interactive agency specializing in content marketing strategies and customer acquisition for leading B2B and consumer brands. (See more posts by Scott)

“Storytelling is the most powerful way to put ideas into the world today.” —Robert McKee

Audience Storytelling

The goal of storytelling in marketing is to capture the heart and captivate the mind of your target audience. When we connect emotionally with consumers, we inspire and motivate them to spread our message. The idea of getting customers to reiterate our stories can be far more compelling than selling it to them.

Marketers aren’t the only ones marketing. Tim Allen tells many stories in the Pure Michigan commercials. We reminisce about how we played in our backyards on a breezy fall day, skied down the snow-covered slopes or simply sat on the beach with our family and friends. We respond to these messages because we associate them with feelings and memories.

Always be Innovating

Storytelling marketers use creative language in narratives. Stories can be told through product descriptions, social media posts, YouTube videos etc.  The challenge is to preserve these innovative efforts. As marketers we want to create unique value propositions that are repeatable and unforgettable.

The difficult task of using a storytelling marketing strategy is maintaining the ideas and messages behind the stories. A great story is like a great idea. It is memorable, relevant and worth spreading. Stories must have lessons that are sustainable. You don’t need to tell your story all at once. If there is a sense of mystery, people will have fun reciting your stories.

So what story is your brand telling? And is there a sequel?

“The mobile phone, since it is with you so much and will eventually know so much about you, has the opportunity to persuade you to do those things that are going to be beneficial to you.”

B.J. Fogg

Lead generation marketing experts want their brands to be part of their consumer’s everyday lives. People rely on mobile devices to make important and timely decisions. Our networking opportunities increase when we give consumers deliverable solutions. Consequently, our businesses earn attention and leverage influence.

Persuasion Linked to Technology

Captology, a term coined by Fogg, focuses on the idea that persuasion and technology are connected. We can solve the persuasion problem using the marketing solution – get to know your audience. Market research is a form of communication. Our consumers pay attention to us, even if we don’t think they are. The good news is that mobile marketing is efficient for monitoring tastes and preferences – marketers can access real-time data immediately.

Share with the Whole Audience

B2B marketers can build a more connected world and increase persuasive power when we understand the cultural, attitudinal, and behavioral differences of our users. Andy Warhol once said, “…[a] Coke is a Coke and no amount of money can get you a better Coke than the one the bum on the corner is drinking.” The idea behind this is that consumers are seeking similar value from their experiences. Brands can have a significant impact on buying behavior and patterns.

We use mobile marketing to share ideas with a whole audience rather than just a single user – expanding our impact on consumers. Marketers must embrace the influence of mobile marketing by reinforcing their brand images and reevaluating their consumers behaviors.

As you begin to think about 2012 marketing plans and budgets, it’s a good idea to review your media mix. The first step is to categorize your efforts and budgets by breaking them down into paid, earned and owned media categories.

Owned vs. Earned vs. Paid Media

The common idea is that “paid” media is advertising; “earned” media is PR; and “owned” media is all the other channels companies use to reach their customers directly – their website, email campaigns, Twitter and Facebook pages, etc.

These three media types are defined primarily by the level of control a company has over the message or interaction channel. It’s easy to see why companies would be interested in having more control over their messages and interactions—and therefore allot a greater share of their budget to owned media. Meanwhile, earned media can be appealing thanks to the credibility it lends: Third-party endorsements (via trade journals and other new sources) are a crucial part of a comprehensive marketing plan. With such a longstanding focus on advertising and PR, companies might neglect the important third channel: owned media.

Via company blogs and advanced search-engine marketing efforts, owned media has the ability to reach a broader audience–and deserves a greater long-term share of your marketing budget.

Advantages of Owned Media

1. Control – When done right, owned media allows you to tell your company’s story in a way that not only does the brand justice, but that also maintains editorial integrity and brings value to the marketplace. Ultimately, it’s a better way to ensure that a user’s experience fulfills your brand promise, because you control the medium—a significant advantage over earned media.
2. Cost – With owned media, you invest more significantly in creating your own content – white papers, videos demonstrating valuable how-to tips or best practices, and ongoing case studies that demonstrate your brand’s value and provide support to your target market. While creating engaging, attention-grabbing and sharable content is an investment, there’s no cost for placement, since your distribution channels are your own website, social pages, email campaigns and PPC or SEO efforts.

In the long run, you can bolster the overall return on your marketing investment with owned media – and enjoy far more valuable lead generation.

I recently viewed a TED Talk by Eli Pariser called Beware online ‘filter bubbles’. In this segment, Pariser discusses how web giants like Facebook, Google and Yahoo are personalizing your online experience to only include content they perceive to be of interest to you. Instead of filtering content based on keyword searches alone, these giants use things like cookies and browsing history to provide you with your own “filter bubble.”

The problem with this type of internet personalization is that consumers do not get to decide what information comes their way. “[T]he Internet is showing us what it thinks we want to see, but not necessarily what we need to see.” Content we may want is edited out and we are surrounded by “information junk food.” When we are in our own bubbles, we are unable to view content that is relevant to our searches.

Filter Services

For example, I use Google Alerts to monitor news about our clients and their products. I have very specific keywords for each client, however I receive many alerts that have no relation to our clients. Instead of expanding my search, Google has filtered out information leaving me with content that is irrelevant. Google Alerts are also personalized based on who is managing them. I can have the same keywords for a client as a coworker, yet we receive completely different results.

Pop the Bubble

We need to break through our filter bubbles so our internet experience includes other people’s perspectives, opinions, and points of view. We want search engines that are transparent enough to let us decide what enters our individual bubbles. Here are a couple of ways to pop your bubble:

• Delete your cookies and browsing history OR
• Set up your browser so every time you exit the information is cleared allowing you to start with a clean slate

By popping these “filter bubbles”, we can connect and reach out to consumers outside our normal comfort zones.

Once again, our friends at PracticalMachinist.com have agreed to share some data with us from their Google Analytics account. PracticalMachinist.com is a very busy forum site where machinists, engineers, business owners and others involved in metalworking and manufacturing ask questions, share ideas and exchange information. It is the leading social media property that is specific to this industrial market segment, and probably the most visited online property in the metalworking and metal fabrication market place. In the first six months of 2011, there were over 3.6 million visits and approximately 17.5 million page views. Between June 5th and July 5th, 2011 alone there were more than 643,000 visits by 390,618 unique visitors.

Mobile Users Jumping on Board

Unless you are in the metalworking industry, those numbers may have little value to you, but here is some data that you should not ignore. Traffic to the site on mobile devices has jumped 600% in the past year. About a year ago, we published an article noting a 100% increase in the year-over-year traffic from mobile users – at that time there were about 5,000 visits a month from a mobile device. The recent data shows over 34,000 visits from mobile phones in the last month alone – and they are quality visits – spending on average over 4 and-a-half  minutes on the site.

Here is a look at the traffic from the top platforms:

• iPhone  36%
• Android 33%
• iPad 25%
• iPod (Touch) 4%
• Blackberry 3%

Of these visitors, iPad users stayed longest with a 6:12 Average Time on Site. The adoption rate of the iPad is the fastest of the electronics industry. Using mobile devices to access online content and data shows no signs of stopping anytime soon.

Adoption Rates Mobilizing

The steep curve of adoption for tablets and smartphones is clearly reaching all markets. A study released by The Nielsen Company reported that at the end of 2010 nearly 1/3 of US cellular phone users were using smartphones and that 45% of new contracts were smartphones. A subsequent report published in June 2011 indicates the average amount of data consumed per month has grown by 89%.

So marketers, have you mobilized yet? If it is not in this year’s plan, mobile marketing should be on the agenda for 2012 planning.

Special thanks to our friends at PracticalMachinist.com for sharing their data.

Scott LoSasso is President of LoSasso Advertising Inc., a Chicago based interactive agency specializing in content marketing strategies and customer acquisition for leading B2B and consumer brands. (See more posts by Scott)

Let’s face it. Online marketing IS keyword research. Without hours of research (and ensuring your research aligns with your goals), how can you expect to have success with PPC, generate quality traffic from SEO or monitor the correct conversations in social media? This isn’t a post to discuss the basics of keyword research, but instead will introduce some often-overlooked tools that can add value to your search and link-building campaigns.

Delicious

Delicious is a great site that can help you discover terms you may not have originally thought of within particular niches.

Let’s say you’re trying to find keyword or content ideas for a children’s health blog. Enter ‘children’s health’ in the Delicious search field to yield results related to children’s health—those that have been bookmarked by Delicious users. Those sites are potential link building opportunities.

The search results will also clue you in on the other tags people used to categorize posts related to children’s health. For example, “adolescents,” “antibiotics,” “fever,” “vitamins,” and the list goes on. Here you can gather ideas around current events and gain a better understanding of what type of content users find interesting.

Wordle

People use word clouds to show a visual representation of common keywords. You typically find them on blogs as a way to dig deeper into tagged content.

Did you know you can use Wordle to get a visual representation of a competitor blog’s commonly used keywords? Simply visit Wordle.net/create and enter the blog URL.

One of the most popular hockey blogs, Puck Daddy, for example, is creating content around today’s free agency period. So terms that pop up in their world include “Free Agents” as well as the names of some of the top free agents available: “Jagr” and “Ehrhoff.” The now-defunct Atlanta Thrashers are relocating to Winnipeg: Naturally, “Winnipeg Jets” appears in Puck Daddy’s Wordle cloud.

Google Insights

One popular blog technique is to develop content related to current events. Current events are interesting to everyone, and while ‘everyone’ might not be your target market, if you can somehow relate your industry’s trends with hot news items, you may be able to attract loyal readers.

Google Insights and Yahoo’s “trending now” section are great places to look for popular current search terms. Just remember to choose a topic that will be relevant to your own content!

Keyword research isn’t all about finding terms that generate the highest monthly search volume. Always be thinking of creative ways discover new audiences.

Communication, responsibility and openness are the keys to being transparent. To cultivate a global audience and maintain an edge in marketing we need to create transparent experiences. We must go from meeting to exceeding customer needs and push our creative boundaries. Marketers build their reputations by creating content that is useful and staying connected to the consumer.

Breaking Through

Through thought leadership initiatives and focusing on delivering value, marketers need to create a different way of telling a story. For example, the fantastic idea of “Angry Birds” broke through the cluttered world of mobile apps and is now downloaded more than 1 million times a day. By engaging the consumers and empowering them to contribute their innovative ideas, marketers give customers the opportunity to be problem-solvers.

Communication & Branding

Communication, both internal and external, drives a brand.  “Employees are your most significant branding effort.” (Roy Vallee, BtoB, 06.20.11, P. 24) Customer service makes information available to consumers and invites them to the decision-making process. When consumers are more knowledgeable about your company, they trust your judgment.

The essential idea is that by sustaining consumer loyalty and upholding transparency, we continuously build trust.

And we all know – “If you build it, [they] will come.”