From Marketing Sherpa’s chart of the week, agencies rate the effectiveness of their clients’ social media tactics. The timing of this chart couldn’t be better as Google today merged Google Search with Google+. Improving search rankings continues to be one of the more important strategies in social media. Agencies are at the intersection of their clients’ marketing objectives and all the new social tools.
Pay special attention to the last line for advertising. Only 12% of respondents thought advertising on social sites was ‘Very Effective’. And out of all the categories, advertising had the highest number of agencies saying it was ‘Not Effective’. It’s a little eye opening to see advertising as the least effective tactic for social media whereas building one-to-one relationships and moderating the company’s social sites were at the time. It just reinforces what we’ve been hearing over and over about social media. Successful social brands engage with their community and have 2-way dialoge. Brands still doing the old fashioned one-way broadcast tactic are still doing the traditional advertising thing, and it’s probably not working very well.
We’ve found Facebook ads to be almost useless. We’ve seen very few successful case studies for Facebook ads for small to medium sized brands. Larger companies with funds for running a campaign across multiple channels are seeing the best results for Facebook ads. I say Facebook ads are near useless today because of Google+ brand pages. There we see a more direct correlation between a brand page, Ad Words and Search results.
2012 should be a pivotal year for social media and human history. We’re reaching the peak of the bell curve and social media is getting closer to mass adoption. More human beings are starting to embrace the social web globally. This year started off with the promise of sCRM or better social CRM for brands, especially smaller brands. We’re not there yet but better software is being created every day.
In 2011 we also saw the birth of Google+, Google’s social layer not social network. The year is ending with a bang as we witness major redesigns on Twitter, YouTube and Facebook Timeline. Amidst the slew of redesigns, we also witnessed a ripple in the social fabric with version 2.0 of Path. Up until now, mobile had one kind of “feel” when it came to social apps. The user stream has always been a critical part of, “what did my friends just do and where?” With Path 2.0 we have seen the next level of UX design with an emphasis on mobile. Path 2.0 raises the bar for what users want from a mobile experience. Apple took a different tack with the mobile experience with the addition of SIRI. Now you don’t have to even type anything on your phone, you can just say it.
Technology continues to evolve rapidly in every facet of our lives. ATM’s rolled out 30 years ago, but now you can just take a photo of a check with your phone to deposit it. And smart appliances will be one of the fastest growing segments of technology. Imagine telling Siri to start preheating your oven to 350 degrees as you drive home.
Here’s the Bakas Media prognostications for social media in 2012:
+ The Social Media Revolt - Brian Solis raised this point with his new book, The End of Business As Usual. Over the past 3 years businesses have reluctantly adopted social media because they had to. But many businesses immediately focused on fluffing their followers and fans rather than focusing on quality interactions. Through various gimmicks like contests or promotions many brands built a faux following but still haven’t committed to true engagement. Did you know 90% of people who Like a brand on Facebook never go back to the page after liking it?
We’ll likely see a push back from consumers who may start unliking and unfollowing brands who provide no value to them.
+ Political Impact Takes on Different Feel From 2008 - President Obama harnessed the power of social media in 2008 and used it to win the election. In 2012 Obama will surely build upon his significant social footprint while the Republicans bicker over who’ll be their candidate. Once the Republicans get their candidate, Obama will have already created momentum with his massive email database, Facebook engagement and Twitter following. But unlike 2008, consumers and voters have more history to draw from. They are more savvy to the fact that Barrack wasn’t the one talking to them over the past 4 years on Twitter.
Social Media will still be a factor of course for data and polling, but it won’t have the same magic as four years ago. Back then Obama had clarity of message. His campaign wasn’t fighting for attention on social sites like he will this time around. Now, there’s many more brands also working to get the same mind share. Ultimately, the conversations leading up to the presidential election will mirror most political conversations that are too black and white. You either support this candidate or that candidate, and you can’t wait to tweet all sorts of venomous things about the other party.
This time around, social media may have its biggest impact tapping the important young voters and different racial groups. We’ve seen how social media impacted governments around the world, but here at home things can get too hot which becomes a turn off.
+ Mobile Commerce Will Emerge - Major shifts in human behavior, especially as they relate to technology take time to develop. Mobile commerce will be significant and it’ll be huge which is why it’ll take a while to happen. The groundswell for mobile commerce has been building for a couple of years but a few key factors have held it back.
First, the phones available on the market aren’t equipped to handle seamless mobile transactions. That’s where Square saw an opportunity and created a little adaptor to plug into iPhone headphone jacks. Second, privacy hasn’t been perfected. According the Forrester, consumers’ #1 fear of mobile commerce is that their private information could be compromised. Third, data has yet to be standardized. Our true forecast for mobile commerce to really reach mass adoption is 2014, but in 2012 it will emerge with a big foot forward.
+ The Convergence of Media - If you’ve watched any television this fall you may have noticed NBC, FOX and ABC are starting to put the hash tag to the show on the screen while you’re watching. While I watched The Biggest Loser and X-Factor this season, I noticed the faint tiny hash tag text in the lower right hand corner of my television. During the show people can go on Twitter and join in a conversation about the show using the hash tag. And X-Factor leveraged Twitter for voting throughout the season. Unfortunately, these ideas fell short because the television networks and shows still don’t get the concept of responding to people and having 2-way conversations. In 2012 I see an improvement in community management from shows on TV.
So there you have it. These are just my predictions for the coming year. At the end of 2011 I said Nimble would become a major player but that didn’t happen so who’s to say if any of the above visions will happen. What do you think?
Remember the first time you got a Groupon offer and couldn’t wait to claim it?
Remember back in the 1990′s when you first recieved an offer to buy something via email?
Remember the first time you saw ads on Google or Facebook over on the right side of your screen?
How many of you watch your favorite shows recorded on TiVo so you can fast forward through the commercials?
Did you ever have a Yahoo! email account? If you did I bet you haven’t signed lately in because of the continual spamming of your IN box.
The click through rate (CTR) on banner ads back in the mid 1990′s was between 50-75%. Now the click through rate on banner ads is less than 1%. Based on the Epsilon Email Trend and Benchmark Report, the average open rate for email campaigns is 22.2% and the average click-through rate is 5.9%, almost half of what it was in 1995.
Twitter advertising considers a 1-3% engagement rate on promoted tweets to be a success. Direct mail marketers also feel a 1-3% response rate is a success. I’m no math wiz but to me a 1-3% response rate sounds lousy. Wouldn’t you rather have a 70% or 80% response to your marketing efforts?
Now we see the Groupon or LivingSocial offer in our IN box and we delete it before opening it. We tune out the ads on the right side of the screen on Facebook and Google. We get all sorts of marketing emails first thing in the morning because marketers have seen studies that suggest people check their emails first thing in the morning. The problem is everyone has seen those reports, and we’re filling email IN boxes at the same time with marketing bullshit.
The proverbial “they” are getting tired of being marketed to. Consumers have pretty much seen it all. There are very few new ideas in the marketing world, so marketers latch on to anything mildly successful and replicate it. Marketers take something good like a clean swimming pool on a summer day and pee in it but it’s not their fault.
So how can businesses market and sell their stuff? After all, that is what makes Capitalism work. In America we have a green light to sell as much as we can and make as much money as we want. The things holding us back from that are competition and ourselves. We’re afraid to trust our gut and try new ideas.
The answer is not going to be what business owners want to hear. The answer is to care. Care about each individual person who touches your brand online. It takes time — lots of time. More time than business owners want to pay for. They want a current employee to “check the tweets and Facebook” after their other tasks are done. It’s an oh-by-the-way after thought. Failure is already taking shape. Business owners don’t want to invest in a team of employees who can proactively manage the online community. They might have one person handling things. Business owner approach social media on the cheaps because they want to pay for their vacation home in Hawaii or get their kids into the best school. So their brand marketers have to take short cuts, which is what leads to peeing in the pool
At this moment in history all businesses and marketers have a rare opportunity, this window will only be open for a short time.. Twitter and Facebook were clean swimming pools in 2009 and 2010. But marketers started to catch on and eventually polluted the pool with contests and gimmicks to fluff their follower numbers. Now Google+ is a clean slate. Before marketers can ruin it there’s a gap in the timeline that precedes mass adoption. How do we get people’s attention to hear our marketing message? Soon we’ll run out of new social networks to infiltrate which means we’ll run out of opportunities to have “clarity of message” like we now have on Google+.
Social sites are going to keep evolving. SEO experts who gamed the system to get first page rankings are now finding the game has changed. All the sites we’re on will keep iterating but the thing that can stay constant is a solid, dedicated team of community care providers will provide consistency. No matter what we throw at consumers, they’ll quickly learn to tune it out. The one thing people respond to is to be loved or cared about. The social tools make it possible to do that. They just want you to commit to them.
In case you didn’t hear, Google+ rolled out brand pages last week. This is one of the biggest developments to happen in social media in a long time. But what does it mean for businesses using Facebook?
Facebook is like a gated community in some ways. They’ve never given Google access to the community which was okay because with 800 million users, Facebook didn’t need Google. But now that may be an achilles heel for Facebook. Google search is the starting point for so many things that relate to business. Google search practically is the internet. Just about anything and everything goes through Google search. Now that Google+ brand pages are live, brands have more direct access to Google search and more importantly, SEO.
According to TechCrunch, the biggest brands on Facebook with over 100,000 fans are seeing healthy traffic to their brand pages, but the mid-sized and smaller brands are seeing a smaller CTR rate. For brands and wineries with over 1,000 fans the average CTR of 1 click per 424 fans nets out to .00236 clicks per fan.
The Novelty Has Worn Off
Facebook brand pages seem like a good idea. But 90% of the time fans never go back to a Facebook page after liking it. Crafty landing pages, contests or other gimmicks used to boost a brand’s fan page following don’t replace the core reason the page exists—to have two-way conversation with fans. Upper management from the companies behind the brands tend to focus on the number of fans rather than the quality of the interactions. I believe we’re going to see a pushback from consumers in 2012 where people will start unliking brand pages they aren’t getting anything from.
If a winery or a brand has invested time building up their Facebook page and it doesn’t directly affect Google search outside the FB ecosystem, is the Facebook page still valuable?
In my opinion, not entirely. Now that brands can have their own Google+ brand page I see much more value for brands to invest time into these new pages. Brands can set up their Google+ pages by going here.
Why Google+ Brand Pages Over Facebook Brand Pages?
This article is targeted at brands who don’t have over 100,000 fans on Facebook. Based on the data above, your Facebook page isn’t providing much value anyway. Sure, there are exceptions. If you’re reading this and you think your Facebook brand page is working and fans are engaged, then you are probably doing something right. Google has said they didn’t set out to create a new social network, but rather create a social “layer” to their services. Google+ tools can be found here.
The key benefits for investing time in a Google+ brand page over a Facebook brand page are:
1. Google Direct Connect - now in Google search you can put a “+” in front of a brand name to go directly to their page. See the video here or try typing +Pepsi in Google search. Once your page is live, adding a short bit of code to your site will enable it.
2. The +1 Button - Not much unlike the Facebook “Like” button, but the +1 is 4x more valuable. That simple little button will have a direct impact on SEO going forward. The +1 has infiltrated the internet, and every time it gets clicked it adds more social mojo to search engine optimization.
3. Google’s Other Services - Most wineries have a Google Place page, Google Analytics, YouTube or any combination of offerings from the web giant. They all tie together — not perfectly yet — but soon. Mobile commerce is particularly interesting as Google maps is a key component to most location-based apps. Did you know the #2 search portal in the world is YouTube? Not only is Google search a major factor, but the integrations with YouTube ensure the two biggest search portals in the world are feeding the G+ ecosystem.
4. Google’s Acquisitions - Is Google going to buy Twitter some day? Who knows, but it is possible. We’re only a few months into the existence of Google+ but adoption is growing. This conversation is going to evolve as the site does.
At the end of the day, wineries only have so much time to dedicate to online marketing efforts. I’m not suggesting Facebook pages completely go away, but rather dedicate more time to Google+ brand pages. If we were looking at a pie chart showing how much time to spend on each social site, I’d like to see even sized pie pieces for Twitter, email, G+ and Facebook…for now. The investment of time into G+ will pay dividends from now on or as long as Google search exists.
Follow Rick on Google+ here
Google+ rolled out a feature many people have been waiting for since the inception of Google+ in July. Brand pages became available today for anyone to go in and set up for their business. Set yours up by going here.
Google+ Brand Pages aren’t particularly unique or different than personal brand pages. You may remember Ford Motors tried to create a “brand” page back in July, but Google quickly rejected it and asked companies to wait until official brand pages came available. On first glance, brand pages look exactly like individual pages but what’s different is how brands appear in search results.
You can add an brand’s page to your circles like a person, and posts will show up in the stream like a person would. It may not be much different than the Facebook relationship between a person and a brand page.
Much as been made about how Google+ profiles could influence SEO and search results, but there could be anti-trust lawsuits from competitors if Google doesn’t keep things in balance.
One cool feature is the Google+ Direct Connect feature. This is where brands can see an immediate benefit to having their page live on Google+:
By putting the “+” in front of a brand’s name in Google search, it’ll make it easier to drive hundreds or thousands of people to the brand’s page. That’s something Facebook pages can’t do. That’s an important albeit subtle difference because anybody who’s searching for a product on Google search is one click away from a brand. On Facebook, unless you have the URL of the brand page, you have to search for the brand on Facebook search—in essence creating more work for the user. Don’t underestimate the power of getting someone to your page in as few of clicks as possible.
We’re in a new era with Google+ Brand pages, and what is most compelling is Google has removed the barriers that Facebook has around its network. Now a brand can have a business page that ties into all the other things that are useful such as Google Places, Search, Ad Words and YouTube among others. Now, if Google provides metrics for the pages through Google Analytics or some other KPI tool it’ll be the wild west for marketers who have laid the groundwork already on those other Google properties.