Month: October 2009

Google is Going Social

Posted on by Alton Duderstadt

An article recently released on Informationweek.com, Google plans to tackle the social search. Soon Google Labs will allow Google account holders to open new accounts and allow their social information to become integrated into Google search results. My first knee-jerk reaction is; oh, boy, here we go…social media is going way beyond the boundaries of providing information up to the second…that is…information ON YOU.

My second reaction [the other knee], was…I’m going to be the first to sign up for this one. Who knows how much will be served and indexed? Will I [we] be able to choose which social channels are posted? Or will it be all for one and one for all?

Once my initial ‘shock’ was over…this is not a surprising move. The search is all about search results based on keywords, lightning fast and accurate. Why not include ALL the information about your personal life and social life?

Consider how much fun it will be explaining to a future client or employer how an erotic monkey got on your Facebook page. When you get tagged with a photo or video…it does not exist in a location where you can alter it. It exists on the posters site and shows up on your profile. Will this type of garbage show up in the SERPS?

The issue really comes down to this: if you are socially adept online and in person this can be a very good thing. I may provide credibility, link juice, added content and it would be kind of cool to say, “Google me.” However, all things are not created equal. Well, without a question social graces are not learned and executed equally by all people. You can control what you say but you can’t control what others say or tag about you on various sites.

Will this lead to some type of consistant need to survey and monitor all of your social profiles? Could be the case. Then again, you don’t have to participate. But this is the shot across the bow, social media is going to go just one step too far and invade our social networks and channels. This is going to be a really interesting ride kids. Bring your Scooby Doo lunch box and an extra snack.

Social Media Optimization – Is it really worth it?

Posted on by Alton Duderstadt

There is so much talk, blogs and articles flying around about social media optimization and social media. According to some of my sources, social media optimizaiton has been around for about two years or so. I first read about social media optimization from Rohit Bhargava’s blog on the subject of SMO. The online marketing industry moves so fast it can become a full time job just to keep up with it all. Social media added a whole new dynamic to an already complicated and challenging online environment.

I believe that social media is way overblown and too much is being made out of a small splash in the marketing ocean. Let me be clear; there are huge benefits to using social media channels in the right way. If your business model requires new leads on a weekly, daily or monthly basis…don’t waste your time, money and energy diving into the social media clown car. Social media should be used as a way to open the doors of communication between your company and your consumers\markets.

In addition, social media should be used to generate brand awareness and encourage brand-company-consumer interaction. In a recent study by Group M Search [social media report], consumers exposed to pay per click and a solid brand strategy on social media sites, showed searches seeking the same product brands by 2.8 time more than if just exposed to pay per click alone. This means that social media did provide a lift to brand term searches and product searches. Further, the study suggests searching individuals exposed to brands on social media sites were, “far more likely to search for brand and product-related terms.”

The researchers may be pushing the sale a little to hard, however, it is not hard to imagine the old marketing adage…first to mind is first to the pocket book [or something to this effect].  Much like running banner ads…the ads do in fact provide a lift to brand terms and product related terms. All of this may seem like I am in the middle of a real big fat contradiction.

Nope. Another study compiled by Knowledge Networks suggests that 83% of 13 to 54 year old individuals use social media channels. Less than 5% rely on social media outlets as aids in buying decisions [in any of 9 product\service categories] and only 16% said they would be more likely to buy from advertisers on such sites. Knowledge Networks points out that individuals are using social networks to be social with friends and family not to be friendly with brands.

So what does this all mean? Is social media optimization really worth it? In a word, no. If you are seeking to promote your brand and encourage some type of interaction or offer another outlet for consumers to reach you…social media is totally worth it. Brands and companies need to regain trust of consumers, more than ever. Offering a new way to reach out to a service provider or brand can help build trust and brand but not sales.

Social media is not only about MySpace, FaceBook and Twitter. There is a lot more to it. Just keep it all in perspective and hold on to your check book. Use social media to reach out and communicate not to sell or prospect. Use social media to get your brand out there…not to offer the next big sale…use social media as a way to build your credibility not to increase your bottom line. Consumers have enough ads bombarding them on a daily basis and I can assure you, if you push your genuine imitation ostrich leather wallets where they socialize…they will shut you out. Imagine if you were out to dinner with friends and a man comes up to you and starts a sales pitch for insurance…would you give him the time of day…no, you would not.

Advertising online is now permission based. Visitors do not have to interact with your ads or your social sites. If you provide useful information that really helps or provide excellent conversation…the opportunity to win new users and visitors will increase. If Knowledge Networks is correct [and I believe they are] social media is a tool for communication, sharing ideas, providing sounding boards for clients and consumers. It is not a tool to use and abuse.

How To Be A Good Client

Posted on by Alton Duderstadt

I’ve read many articles about how to pick a good search marketing agency or when to dump your search marketing agency…but I have not read much of anything about a client’s responsibilities as they pertain to internet marketing. Sure, there are clients who ‘know enough to be dangerous’ and can sabatoge [unintentionally] online strategies and online marketing efforts. I’ve personally heard of clients getting dumped because of various reasons but mostly it was due to lack of payments or “knowing better” than the online marketing person or firm.

As this is not a perfect world these things will happen. Conflicts may arise and personalities may clash a bit here and there. For the most part, if both sides of the bench agree on goals, key preformance indicators, expectations, budgets, etc., everything should turn out for the best. It is possible for all parties to come out on the other side with warm fuzzy feelings and sign up for another contract term.

While the above description is the best outcome for all parties involved, I think a big step can be missed when setting up a strategy and working with a new client for the first time. All clients have an active role to play in online marketing. It is not the same ‘sit back and let the cash roll in’ as was once customary with traditional forms of advertising. 

A good search marketing client needs to play an active role with many issues that may arise from tracking to banner ad approval. Taking an active role in your company’s online marketing is a sure way to gain more insight into what search engines can produce for your bottom line and how search engines work. Actively participating in search marketing efforts will certainly help create a stronger relationship between you [as the client] and the search firm or independent marketing consultant. By pealing yourself off the wall or the leather chair the advice and information you provide to your online marketing team or consultant will help the fully understand your business and business model.

Micromanagement over online marketing efforts is not a good idea and can make a difficult job almost impossible. Depending on what type of search engine marketing you have engaged in, it will take time for search engines to find your site or for the data to come in. Taking immediate action based on 4 weeks of information is not enough time to make the proper adjustments for all of the possible variables that need to be addressed for almost all forms of online marketing.

I could go on for a long time about what makes a good online marketing client. I would prefer to spare you a potential box with me on it and give you a punch list of ways to improve your ‘client-ness’  and in the long run it will really help your online marketing efforts.

How to be a Good Client – A guide by Searchology 101

  •  Question – There is no such thing as a dumb question as they pertain to online marketing.
  •  Patience – Pulling the plug or checking data on a daily basis will not make visitors come to your website any faster or convert any better. 
  • Participate – Help or offer with keywords, content writing, competitive information, articles or anything else that may prove to offer more information about your business, goals, and objectives. These should be appreciated by your online marketing consultant or search firm.
  • Learn – This is much different that asking questions. Learning is a process which takes more than queries about this and that. Learn what you can and take notes if you like. I have many clients that do just that….take notes.
  • Dedication – If it is your first time diving into search engine marketing…be prepared that results take time and knowing that is half the battle.
  • Relationship – Your internet marketing consultant or search marketing firm are not simply outsourced…but should be a part of your company and an extension of your brand. Treat them as you would like to be treated and the whole process just may end up becoming a little more like fun and a lot less like work.

These are only my suggestions and recommendations on how to be a good client. When I wear my consumer hat or client pants I do  my best to make it a learning process and enjoyable endevor. My hope is more of us, on both the client side and vendor side, gain a little of our humanity back into doing business. Business can be a lot of fun and quite pleasureable if we can be both good service providers and good clients.

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