Zeus of Marketing


Archive for July, 2011

How to Maintain Social Media Investment Focus in Times of Hype : Simply Listen

Don't let hype do this to you - Follow your customer - Not the hype

Let’s go back to basics. There’s been way too much “ink” wasted in relating the pros and cons of Google + over the past month. I am as guilty as the next by dedicating my last blog post to the benefits, or lack thereof, of Google’s newest venture. What worries me the most is how fast agencies and consultants are offering new services promising to develop the right strategy for  developing your Google +  strategy and presence, sending social media managers everywhere in a frantic search on how to reallocate their current budgets to include yet one more service.

In reality, if you have already developed a sound social media strategy, you already know exactly how to move forward without disrupting your current efforts. Below, I have copied my recommended five steps (always iterative) for a sound social media strategy including the links to my posts focusing in that specific step as a reminder of what I mean:

  1. Listen:
    Two Ears, One Mouth, Truism for the Ages – The Social Media Age that is.
    January 25, 2011
  2. Monitor:
    So You Are Listening, Now What???
  3. Analyze
    “The Unexamined Life is Not Worth Living”
  4. Engage
    “Past Dreams are Enabled by the Present to Ensure the Future”
  5. Measure
    “Traffic is Just the Means to an End”

If you have followed these steps, or any variation, you have nothing to fear. Particularly because:

  • You already know what your customers are talking about and how to engage them (even understand any potential ZMOT strategy).
  • You already know where your customers can be reached
  • You can easily identify any shift to new services and understand if you need to follow them

If your customers, particularly your identified influentials or evangelists, are migrating in hordes to a new service such as Google + , by all means FOLLOW THEM.  If not, do not succumb to the hype – you know better. At the end, no matter how influential you think Google is in search and worry from a potential backlash from not having a Google + page, reality has shown that content and relationship trumps SEO. I was further convinced of this by Roger McNamee’s (facebook investor) latest presentation where he states:

Google is a victim of its own success: its search has become polluted by SEOs. What shows that Google has failed is all those “non-search” services that really solve a search problem, like Match.com or Realtor.com. If you add them all up, they account for 50% of searches.”

As always, I invite you to draw your own conclusions and provide feedback/comments to my assertions. I hope that you learn as much from my posts as I do from your comments. Do not go crazy reallocating you budgets. remain true to your initial objectives – your ROI will thank you.

Stay tuned for my next blog.  In the meantime, please share your thoughts below; I appreciate each and every one of your insightful comments, and I promise to pay extra attention to any opposing point of view. You can also contact me via email: zeus@jrgrana.com, Twitter: @zeusofmarketing and Facebook: Zeus of Marketing. You can also find additional contact information via LinkedIn: http://www.linkedin.com/in/jrgrana

 

 

 

 

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3 comments July 28th, 2011

To Google: The Plus (+) is so 80´s – You Just Don’t Get It

Where's the beef? I mean the +

Do I know the right people?, Are we in a Time Warp?,  Will Google succeed? From where I sit, the answer to these questions seem to be No, Yes and No, respectively. First, while my contact list includes a wide cross section of successful business people, particularly in the area of Marketing and New Media, none of us have received a direct invite to join Google +. While I may be writing from a scorned lover perspective (poor little me was not invited to the party), I am wondering if Google has specifically singled us out as people that know too much about real marketing to risk a real review about its shortcomings. With that in mind,  I’ll go on to explain my answers to the other two questions because I am sure that I know the right people.

80’s Time Warp:

It was a sunny day, my first day as a Brand Assistant (BA) in Procter & Gamble. I received my assignment, you will be the proud BA in Always Plus - The sanitary napkin with WINGS. Just a couple of corridors from me, one of my best friends was the BA for ERA Plus (improved protein takes out protein), and just next door my new colleagues were working on Charmin Plus and Puffs Plus (paper with lotion). In most cases this was a brilliant flanker strategy which clearly communicated an improved product that could command a premium price and minimize revenue loss and cannibalization by maintaining the parent  brand on shelf. The PLUS product offered a clear and distinct benefit differentiation versus parent AND competition. Now I can explain my answer to the third question;

Will Google + be successful?:

Let’s try to answer the question with questions,

1. Does it offer a strong differentiation versus existing competitor and existing brand? (Please remember the power of a network is directly proportional to the number of participants in that network and facebook is currently estimated to have 750 million users). Additionally, last I checked, Google still stands for search engine, Android for mobile OS,  YouTube, a great video repository, what is Google + a plus of?

2. Does it offer a clear answer to a need identified from a clear customer insight? When was the last time, from a customer perspective, you heard someone say I really need another facebook – Other than Justin Timberlake there were not many rescuers for MySpace and LinkedIN is pretty successful in filling facebook’s gap of a truly professional contacts network.

3. Once tried, does it meet customers expectations? I’ll let you, the one’s that have been “lucky” enough to be invited to the beta trial to be the final judge – although I “hear” that the way it siphons personal data from its members, it makes facebook’s privacy issues look irrelevant.

Advice for my reader’s:

Going back to an unifying theme in my blog: BEWARE of the HYPE. True value comes from following basic business strategies – not PR spins on technology amplified by techies that haven’t taken the time to learn business basics. I beg you for comments on this.

Stay tuned for my next blog.  In the meantime, please share your thoughts below; I appreciate each and every one of your insightful comments, and I promise to pay extra attention to any opposing point of view. You can also contact me via email: zeus@jrgrana.com, Twitter: @zeusofmarketing and Facebook: Zeus of Marketing. You can also find additional contact information via LinkedIn: http://www.linkedin.com/in/jrgrana

P.S.: I just got an Invite, Please visit my LinkeIn poll: http://tinyurl.com/5syfjt8


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13 comments July 14th, 2011


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