Although it’s somewhat old news by now, what do you get when you combine one of the worlds largest retailers, with a social media and mobile commerce company? You end up with a product known as @Walmartlabs, who just recently purchased another company called OneRiot. OneRiot is a company devoted to targeted mobile advertising which can go so far as targeting specific locations, handsets and demographics.
So in Wal-Mart’s bag of tricks, we now have a mess of social media advertising in OneRiot and a social media, mobile ecommerce backbone in the foundation of @Walmartlabs when they purchased Kosmix. As a business and website owner you may be thinking it’s not such a big deal, but if you did I’d tell you that you were thinking too small and short sighted. Coming up in the US, rather quickly I might add, is Black Friday and since 2005 it has been the busiest shopping day in the entire country.
With social networking already at the most popular activity on the web, and with the rapidly climbing number of mobile devices being used in social networking, it looks like Wal-Mart is taking steps to harness the lucrative shopping season quickly approaching. Take note all business owners who rely on ecommerce to power up your sales, if your site is not mobile friendly you’ll be sorely missing out. If your site is not able to widely broadcast flash sales for example to your social network, you’ll be missing out on a huge sales potential in the coming Christmas season. It’s never too late to invest in your social/mobile future, take that first step and we’ll get you on your way.
Major companies from Nestle to Ford are increasing the proportion of their ad spend on the Internet to the detriment of traditional press ads and big ad agencies are scrambling to evolve.
The changes have given birth to a slew of tech start-ups trying to come up with more sophisticated ways to match ads to consumers, often with sophisticated data mining techniques and algorithms.
While traditional advertising groups jostled for awards at a recent annual industry gathering in Cannes, the year’s biggest star was a newcomer to the beaches: the social network Facebook.
The company has gone from nowhere a few years ago to become the biggest single seller of online display advertising in the United States with more than $2 billion in revenues this year, according to research firm eMarketer.
“If I have a good experience with a brand I’ll tell a person offline — I might tell my friend — but if I do it on Facebook the average person is telling 130 people,” said Facebook Chief Operating Officer Sheryl Sandberg.
Previous long running CEO of Google Eric Schmidt during a conference yesterday had a lot of thoughts to share about the online world.
Facebook for example, had connections to all of the friends you have, have ever had and even the friends you forgot about. They’re almost all there ready for you to find and become reacquainted with. Microsoft has their finger in the business pie so to speak, as that is their strongest market. Amazong Schmidt shared, is seen as the largest “store front” on the internet and Apple makes pretty things.
For all of the merits he bestowed on his comrades in the online world, he was also quick to add that as strong as they are, one of the companies being discussed was out of the expanding loop of the internet. The giant who just seems to be missing the bus is Microsoft, they just don’t seem to be using the same “platforming strategy”, as Schmidt called it, as the rest of the bunch.
The discussion however, was not limited to Microsofts perceived weakness in the current digital age. Schmidt in a rather candid moment declared, “I screwed up.” Of the laundry list of complaints people have had the world over about the search giant and their practices and procedures, the mistake Schmidt was speaking of was missing the boat to the social party. That’s not to say that Google is a one trick pony of course, just that he missed the social boom so to speak.
Schmidt has since passed the CEO reins to Larry Page, who’ve shifted the companies focus towars social with a very focused vision of becoming a serious player.
#2 wins every single time. As long as there is a profit motive for good content, there is a profit motive for promoting it. SEO is one tool. SMO is another.
So why does word of mouth from brand advocates work?
Consumers trust Word of Mouth. Which means conversion rates are higher.
You don’t pay advocates. There are costs of course, but you’re not paying advocates to make referrals.
Brand Advocates are not just for Christmas. Paid clicks are ‘perishable’ advocates are not.
I’d add a couple of other reasons myself:
Advocates are integrated marketers. They are online, offline and through the line. They don’t differentiate the way your agency or media campaigns do.
They give your marketing campaigns wings. Advocates are often spurred to advocate your products and services when they come across your marketing messages. They increase coverage and impact of your other marketing activity.
Advocacy means UGC. Brand Advocates write nice things online about your brand. They create keyword rich content just because they love you. And we all know what search engines love.
Longer and Deeper love. One other benefit of identifying and cultivating your brand advocates is of course that they are likely to stay more loyal for longer – so your CRM gets a boost too.
So advocates are great, but how do you find them? aren’t they as elusive as a four leaf clover?
The answer is so simple it hurts. You ask them! The simplest survey question of them all ”How likely are you to recommend us?” – and BINGO, you know who your advocates are. Now you just need to cultivate them.
“Traditional marketing has companies speak to many to reach one. Today we speak to one to reach many.”
Some people & business owners are still not sure what social networking is all about and how it works. The guys over at commoncraft.com came up a few years ago with a really simple explanation by video. Enjoy.
If you are ready to attract more qualified traffic or if you have questions about social networking, please contact us for more details and a free quote.
Fresh Traffic is a Canadian-based, Internet marketing company that specializes in search engine optimization, paid search advertising, web analytics, social media marketing, email marketing, and web and interactive media development.
Since 1996, Fresh Traffic founder Jerry Booth has provided business solutions to local companies and national brands alike. With foundations in marketing & web development, Fresh owns both marketing and technical knowledge, allowing us to create comprehensive solutions and communicate with every member on your team.
The dot com boom soon went bang for a large number of websites. MySpace looks to be the latest casualty as its popularity seems to have dwindled significantly in the shadow of giants like Twitter and Facebook.
A partnership has recently been announced that will see both social network sites (Facebook and MySpace) working closely together and the sums involved have not been disclosed as far as I know at this time. This unlikely alliance will mean that MySpace users will be able to login in to Facebook through their MySpace account. Sound quite cool doesn’t it but on the flip side it will also at the same time allow over 600 million Facebook users to move their likes and social bits and bobs over to MySpace.
This will all happen with just a simple click of the mouse.
We’ve seen mergers of large online entities before and although Facebook is the monster site at the moment, we have to look back at times when Friends Reunited were also the massive site of the day.
Although still immensely popular it’s not being promoted anywhere near as much as it has been and there was a certain “gimmick” factor to the site where you would look at it on and off and then never go back. Until, however a year later there was an update by someone and you just had to have a nose and see what they were up to.
According to one very experienced and well regarded Internet expert, Dr Jeffrey Cole, this joining of sites may be pointless as Facebook could only have five years of dominance left in the social market before the next “big thing” comes bowling through and take over. Dr Jeffrey Cole hails from the World Internet project and predicted the demise of MySpace so if you’re thinking of buying shares in “the social network” make sure it’s for short term gain and not a long term investment.
Search Engine Results Pages or SERPs as it’s less of a mouthful, is the organic listing of relevant results returned from a search query. Or even simpler put, it’s the list you get when you search in Google, Bing or any other search engine. Google states that they have more than 200 different ranking factors which determine the results pages. Criteria ranging from anchor text, titles, incoming links and so on down the list. Bing, while they have a different algorith, hence different results, works upon the same principles as Googles. There needs to be some backbone, or authority to the people linking to your site to really have any significant driving force. Growing your site, and letting your information onto the web is akin to sprinkling seeds to contribute to your growth, it’s where the term organic results comes from. And now to muddy things up a tad, Google and Bing have started with a new layer of criteria, social factors.
It’s one thing for a robot to navigate the web, and rank websites according to which sites have the most content, or relevant content and return those results to you. But it’s another when you add into the mix that your Facebook friends (presumably) enjoy the same things as you do and ‘Like’ a site with that dastardly Facebook button. Bing is riding on this wagon, as when you’re signed into Facebook and search on Bing, you’ll receive results with your Facebook friends list helping to determine what’s relevant to your search as well. Google social, grabs the trending social information out there, and if it’s relevant to your query returns it as well, primarily in a scrolling box as new results come in.
As I mentioned in yesterdays blog post, social media will not be going away. The web is a social environment, encompassing the globe for anyone and everyone to say their piece. How you use that to assist in leveraging your business can’t be a half though out idea. If social media marketing is important to you, you will need to put hours of your time, or someone who knows your business to help push it in the social arena. Everything from tweeting sales and upcoming deals, to answering customers questions and concerns on Facebook. There was a decent Q&A by Danny Sullivan about how Google and Bing are starting to use social media as search leverage of sorts, an interesting read but the answers weren’t surprising.
Facebook is vying to be a one stop portal on the web, what with offering communication, connections to your friends and families, business information if you can bothered to use their mediochre search functions, games and the list is growing. Facebook has become a destination for approximately half of its 500 million users, but with such a huge user base, the type of user would need to be qualified; a lot of older people, home makers and the younger information generation primarily.
As search and online shopping demographics become available from time to time, it’s becoming more and more obvious that the majority of online shopping which used to be the stay at home wives and mothers, has begun to shift to the 30+ crowd that has worked hard for their income. Facebook doesn’t have a money making angle as of yet that they’ve disclosed, but one that’s been discussed is being a marketing portal for users to but and use online services. With the online purchasing power moving more towards the 30 something career crowd however, it won’t be a terribly positive revenue model.
The chief problem, is Facebook itself. It’s clunky, often slow to navigate and the site will just randomly stop working at times giving you it’s “Oops, we don’t know what just happened” error page. It’s those issues which will serve as some reasons as to why the 30 something crowd stays away from Facebook. Contributing to the reluctance to join, is most notably, disinterest. Social media is not a fad, it’s definitely entrenched within the pseudo-mainstream with Twitter and Facebook holding court, but aside from having “friends” whom you’ve not seen since you left high school 15 years ago, there’s no draw to the join either of the sites.
We’re all equals here, we all put our pants on the same way, we all wash and we all need sleep and food. Micro-blogging on Twitter and Facebook serves as a valuable go between for business in that your customers can feel they can leave a direct line and voice their question or concern. As for personal use, there really is none for the “normal” everyday person. As for personalized advertising coming from using Facebook and Twitter? Programmers have been writing query strings to pull information from databases for years, if you’d like to have a look see, create an account using a strange or silly name and see the types of ads you’re served.
In the not so new news, the death of SEO is being cried again. The cause this time is the Facebook and Bing partnership. I’ve read about the social search changes that have been incorporated, and just as Google shrugged it off, I’m inclined to do the same.
The changes that Bing and Facebook bring together is definitely interesting, no doubt. However, the idea that the entire industry of search marketing, search engine optimization and search engine rankings being dealt a deathblow by this partnership is laughable. If anything, the new partnership relies on SEO and SEM to function appropriately.
For another perspective, imagine going into a hardware store, and seeing all of the isles and rows numbered and having short labels for the contents of each row. Makes your shopping trip quick and efficient to know that you can find power drills and skill saws in the power tools isle. This would be a very basic example of SEO. Now applying the new Facebook/Bing method, you’re in that same hardware store, nothing is labelled or itemized (because it’s killed SEO remember) but you know there’s a power drill in there that your friend likes and owns. Great to know that your buddy has a favorite tool that you were thinking about, but how do you go about finding it?
Two very basic examples, but they illustrate the interpretation of the new personalized search Bing and Facebook are rolling out. Social Media Optimization (SMO) isn’t a new idea, it’s not revolutionary, it’s adwords on a more personal level. It displays information relative and relavant to your account and what it knows about you, not for your searchs. One last point to consider and digest, without search engine optimization, social media optimization wouldn’t exist, and without SEO, SMO will disappear.
There was the big conference today from Microsoft Bing and Facebook, and from the sounds of things they’re trying to give the world of search a stiff shake. The partnership idea that’s been rolled out (very small snippet) is when you search for an item or topic on Bing, your socially relevant searches would appear first. Your friends likes/dislikes on a subject or topic that you’ve plugged in. Some good questions have been asked from the conference, items of privacy of course what with Facebooks infamous history thus far, and of course someone asked about the money incentive (no answer on that last one). The far reaching goal is that your search is tailored exclusively for you. It’s personalization of the SERPs for *everyone* who uses Bing.
About the privacy factor, the social search angle is functioning like a module within Bing. A module, which can be turned off should you choose to shut it.
Zuckerberg stated : “We have this idea. 500 million people can look you up on Facebook. We think why shouldn’t applications be able to do this to?”
Because everyone is searchable on Facebook, set to private or not, the train of thought is to allow applications the same level of trust. Bascially you’re allowing Bing, to see all of your informationg you’ve made public on Facebook, and makes that information searchable to your friends list.
The social search angle isn’t meant to completely remove the traditional SERPs page you’re accustomed to seeing, it’s being added to help personalize your queries and provide you with unique results, relevant to you. It’s an updated twist on the personalized search results you start to see within Google for example, minus the cookie saving sessions. The negative side I personally see at this juncture, would be the fact that you need to Opt-out of the service should you choose not to use it. Some would think Facebook learned their opt-in, opt-out lessons by now. Only time now will be the determining factor on this new idea.