Posts

Is Local Marketing Dying?

It seems as though a bunch of headlines in the online marketing arena say that local marketing is the ‘next big thing’

But is it? Really?

Local marketing may be a required bit of business… but the end result is that the hype behind local marketing and the reality of local marketing are two different things.

The simple fact is that there have been some pretty massive efforts to lay claim to the local marketing category for decades.

Originally ‘local marketing’ was primarily owned by the yellow pages and traditional directory advertising. Newspaper, radio, and television also had a sizable chunk of local market share. Read more

Competitive Intelligence with Social Media Monitoring

How do you turn social media data into a business tool?
Listen to the data with focused and tactical opportunity on your mind.

The reality of the social media adoption trend is that relationship information has shifted; the past few decades had given us the  luxury of forming relationships on a personally managed level.

That isn’t a 100% true anymore.

Ten years ago it was pretty difficult for an outsider to know who was in a circle of friends. A private investigator could have researched where I was and who I met on a daily basis, but the act of knowing who was in my social circle took a tremendous amount of effort to discover, track, and visualize.

Skip ahead to today’s current social experiment and a majority of us  have ‘opted in’ to sharing our social connections. In many cases the act of using tools like Google and Facebook have opened up a Pandora’s box of social data that very few of us understand.

Data researchers like myself can sit down at a keyboard with some advanced computer scripts and draw a picture of an individual, community, or marketplace in a fraction of the time it would have taken ten years ago.

 

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Understanding Page One Results

It wasn’t that long ago that the concept of searching the web gave a visualization of finding the desired information in a like-minded format with our ‘search term’ at the top of the page and results listed out in a pretty basic format. Every business wants the sacred ‘1st page result’ on search engines (hopefully earning the fabled revenue that comes with it.)

The search engine struggle also became like a big game of poker: some businesses risked everything on the wrong hand only to have search giants such as Google ‘change the game’ on them. This made progress and expertise in winning the game a difficult proposition (when the house knows the players are winning, it wants to change the rules…)

As search engines like Google began indexing more and more information, the format and availability of non-text information became available. The influx of different types of information give search engines a continual excuse to change the game. It leads to a constant shift of how page one results appear; having visual elements inserted into the mix, along with information that was ‘related’ to the search.

Understanding the game

If we take this basic concept and then visualize the fact that people are simply creating millions of pieces of data every single day, search engines have an infinite playground to test different formats and functionality.

The shift of different formats affects the functionality that businesses rely on for promotional and brand exposure. Every shift creates a gap in learning and opportunity. Depending on the nature of your service and profession, how search engines present your information alongside of competitors and related businesses can drastically alter the way you need to coordinate your online presence. Read more

Reputation Management, the business value of who you are

Two years ago I wrote a white paper regarding the value of reputation management (see below) and the connection points within social media, public relations, executive branding, and business impact. These elements tie together to form the foundation of reputation management: with the business impact (both risk and reward) driving the primary strategic direction of the idea.

The bad part… Read more

Social network management, its about relationship perspective

As someone who works with multiple projects and hundreds of social audiences: social network management  requires me coordinate a multi-faceted personal brand and engage with hundreds of different conversations.

Clients I work with are often in the same boat, especially when I work with executives who need to maintain a “face of the company” and a personal life as an executive.

I personally believe we all have the right to have our own relationships, to make personal decisions on how we mix our ideas, ethics, morals, and relationships into our conversations.

The problem with this is that we no longer have singular conversations; we now have mutated conversations that possibly stem from thousands of conversations that happened before them.

With Facebook and Google collecting mixing together everyone you know, you suddenly have an influx of viewpoints from different groups. The core problem is that all of these people don’t have the same backgrounds and beliefs, nor do the have the relationship in place to balance singular statements that may seem simply seem inappropriate, or even appear racist, sexist, or “off the deep end” extremist.

Most of us would like to live in a world that is devoid of prejudice and negative assumptions, but the simple fact is that people online have only a few seconds to perceive who you are… and only a fraction of a second to make an observation about who is in your network. Read more