So, you are tired of reading about Facebook this past week. From the controversy with GM pulling its $10M Facebook ad program to the Facebook IPO. And then the surprise wedding of Facebook founder Mark Zuckerberg to his longtime girlfriend one day after the IPO. And in all this coverage, no one put the real Facebook issue on the table.
Everyone is asking if Facebook ads provide a winning ROI. Frankly, that is the wrong question.
Facebook should not be your social media program. It should be part of your social media program, but social media is bigger. And for that matter, social media is only a part of marketing (and other important business functions as well like customer support). To look at every slice of a marketing program and see if there is an ROI does not make sense. I’ll explain why shortly.
Before I explain the ROI issue, let me first rewind the tape from last week’s events. I was asked to provide comments and answer some questions for a number of publications. As is always the case, my comments were taken out of context. I was asked about GM publicizing that it was pulling its Facebook ads and my thoughts on that. Here was my complete response …
“WSJ reports that General Motors plans to stop advertising on Facebook as GM marketing chief Joel Ewanick said the auto maker ‘is definitely reassessing our advertising on Facebook, although the content is effective and important.’
“The news could not come at a worse time for Facebook, but states some strong commentary on both Facebook and GM.
“First GM … this is the same company that went before Congress looking for hand-outs to save their fledging company. Was Ford in front of Congress? No. Is it a coincidence that Ford has an extremely productive social media program that is fully integrated into other marketing programs? No. What Ford does, that is absent from GMs social media effort, is that they have a strategy, plan, execution, and metrics that integrate ALL owned, earned, and PAID media endeavors. They do not have an isolated Facebook paid media program. Furthermore, I question if Ewanick understands that, on average, only 16% of brand postings on Facebook reach their ‘like’s’ newsfeed as revealed at the fMC on 2/29/11. He should look at Facebook’s reach generator (paid offering from Facebook) with regards to “content (being) effective and important.” The fact is that GM does not know how to integrate social media into a winning business strategy. The issue is not Facebook ads.
“As for Facebook … this news is very detrimental for Facebook right before their IPO. It paints a picture that a struggling company cannot rely on Facebook to help turn them around, but the same could be said about any pure-play marketing advertisement program. The reality is that Facebook advertisement, by itself, is not a great use of precious marketing dollars. Facebook has done a poor job positioning and describing how their platform drives quantifiable business results. Facebook is not the equivalent of having a social media strategy and it is time for Facebook to communicate how they are PART of a winning solution and stop making ill-advised marketers believe they are THE social media solution.” (more…)
MediaWhiz’s search marketing experts share their wisdom in a new white paper
The search marketing landscape has changed dramatically in recent years. Gone are the days of a walled garden between a company’s organic and paid search programs and the rest of its online marketing strategy. Now, there is a recognition by marketers that search, like any form of marketing, must be engaged in a holistic, interconnected manner. It must create measurable results that tie into the whole of a company’s marketing campaign, rather than being off in its own universe.
With that in mind, MediaWhiz has collected the best of its insight and perspective on search marketing for a new, informative white paper, which we unveiled this week in the eMarketer newsletter. It presents 10 new ideas for enhancing your brand’s search strategy. Each comes from MediaWhiz’s stable of search marketing experts. Each represents a new way of thinking about online search and an innovative way to grow your business.
Learn five trends for navigating the modern search landscape. Explore how your brand can convert online traffic into franchise foot traffic. Discover how to incorporate Quality Score into your brand’s search campaign. All that and more can be found in MediaWhiz’s new white paper, “10 New Ideas for Enhancing Your Brand’s Search Strategy.”
Editor’s note: The following is an excerpt from an op-ed by Steve Goldner, senior director of social media at MediaWhiz, as published May 16, 2012, in Digiday.
The impact that Google Plus will eventually have on the search marketing industry is arguably greater than its influence on social media. It will ultimately be used to track user behavior at every level and serve up ads based on that behavior to a degree marketers have never seen.
While Google Plus offers favorable benefits for users, there are equally powerful opportunities for agencies and brands. The robust integration of search and social that is built into Google Plus means that there is an added value for brands to establish relationships with individuals. As those relationships build, users will include brands in their social circles. When brands are added to users’ social circles, they will automatically jump to the top of the queue for that group of users’ relevant topic searches.
Google has been the Internet search leader for more than a decade. In that timeframe, it has made numerous attempts at becoming a social media power. Unfortunately for Google, its history in the social space — Orkut, Dodgeball, Jaiku, Google Wave and Google Buzz — has left the impression that when it comes to social media, Google is more Friendster than Facebook.
Many brands and agencies talk a big game about the value of integrating search and social, but Google is taking the first step in delivering a solution. Think about this common scenario: a consumer hears about a product from a friend and his interest is piqued. He wants to find out more about the product, so he performs a simple online search. What happens if a competitor’s brand shows up higher on search? Is there a propensity for the consumer to be diverted to the competitor’s brand? Perhaps. But what brand would want to take that chance?
When Google launched Google Plus, it incorporated what it calls “Search Plus Your World.” The outcome is that search is personalized. Google Plus’ social data is incorporated into users’ Google search results. When Google Plus users perform a search, postings from their Google circles, relevant to that search, appear at the top. For example, if a given user searches for “accounting services” and one of his circle connections has posted or commented about a topic relevant to “accounting services,” that user’s reference appears at the top of the search output. The search is relevant to the user based on his circle’s contributions.
The MediaWhiz team enjoyed a welcomed mid-afternoon break today when professional violinist Richmond Punch stopped by our New York City offices for a 30-minute concert. Punch, who is a professional violinist and Juilliard grad, played a variety of contemporary and classical pieces.
Below is a video snippet of Punch playing a Beatles song, displaying his mix of contemporary with classical violin playing. Check out more of his innovative playing style here.
We talk about influence as if it is something new. Actually the definition has not changed in the past 1,000 years or so, but tactics for influence engagement certainly have changed due to the digital revolution. And while many might consider my use of the term “digital revolution” trite, I think it deserves the entire superfluous connotation as I intended it to be. The fact is that the digital world and, even more importantly, the related behavior changes that have transpired, are extremely important. Thus, we must look at “influence” as it relates to digital behaviors.
So before we have the “Klout (popular social influence scoring platform) — should we care debate?”, let’s make sure we understand why influence is important to brands. And second to that, let’s make sure we understand the types of influencers that are valuable to brands. I break this down in three groups:
Traditional influencers. These are the individuals that traditional PR agencies court. They are pinnacle media establishments (Wall Street Journal, New York Times, Washington Post) and celebrity-like figures (Mario Batali, Roger Ebert, Tim Gunn) in a specific area of subject expertise.
Emerging (digital) influencers. These are bloggers that have established a large audience following and drive thought leadership in a specific space. The poster child of emerging digital influencers is Robert Scoble. Scoble is a tech blogger whose rise to vast influence started from strong participation and guidance in Microsoft’s NetMeeting support newsgroups, and for maintaining a NetMeeting information website. Another example of an influential blogger emergence from nowhere is Tavi Gevinson who commanded quite a following for her fashion blog. At the prime age of 13, she was a special guest at New York Fashion week. (It still astounds me how she came up in conversations at ELLE magazine when I worked with them.) Emerging digital influencers could also be blogs (PitchFork, Mashable, Gizmodo) rather than individuals by name.
Influencers by connection. Here we have your everyday “Max” and “Maya.” People who have hundreds of friends — no, let me correct that — hundreds of Facebook friends and Twitter followers. These people make posts and tweets and their connected friends react. “Saw a great movie.” “New sports drink was killer.” Their posts create response and action. If you represent a brand, you want to court these people to produce brand action. (more…)
Earlier this week Twitter unveiled its new Discover tab, which the social network claimed in a blog post will make it “easy to discover information that matters to you without having to follow additional accounts.” The news received a lukewarm reception in the blogosphere with PCWorld calling the changes a “double-edged sword … that involves some degree of privacy infringement — or at least erosion.” Others in the tech media and blogosphere expressed similar apathy about its value to brands and marketers.
To get some deeper insight into what the Discover tab will really means for digital marketers, I sat down with Steve Goldner, senior director of social media for MediaWhiz, and head of the agency’s social media practice. Steve works with a broad range of major clients in developing their social media strategies and campaigns, and he expressed hope for a new level of insight from Twitter regarding what consumers are saying about brands and the ability to more finely target key brand advocates.
The past year has been a whirlwind for MediaWhiz. We formed an operating partnership with SolutionSet, an independent integrated marketing services company, to create the SolutionSet MediaWhiz Partnership. Five months later, we became part of the Hyper Marketing Inc. (HMI) network, following a merger of SolutionSet with D.L. Ryan Companies, the nation’s largest independent digital, shopper and promotional marketing agency.
Through it all we kept growing and building the core of the MediaWhiz brand: a results-driven digital marketing agency. And that growth continues to be recognized by our industry peers.
Case in point: the 2012 Advertising Age Agency Report, out this week, lists MediaWhiz as the No. 21 digital-agency network in the United States and the No. 73 overall advertising/marketing agency across all divisions, by revenue.
We’re especially proud of the latter as it represents an improvement of 112 places from our 2011 ranking of No. 185. It marks MediaWhiz’s first-ever appearance in the top-100 rankings of all agencies in the Advertising Age Agency Report.
These strong rankings confirm that MediaWhiz’s results-driven business model is a success. They also are a testament to the partnerships we have developed with our clients and the entrepreneurial spirit of our employees.
MediaWhiz continues to evolve with the rapidly changing online media and digital marketing space. Our clients depend on us to manage the complexity of their modern marketing and digital media challenges, and we have grown MediaWhiz to meet those needs.
It’s no longer just about executing search campaigns or optimizing social media programs. Now, more than ever, online advertising success depends upon building integrated online performance marketing programs that take full advantage of the interactions across all digital media efforts.
Businesses face challenges on multiple fronts to effectively market their brands online. The MediaWhiz model — helping clients acquire customers more profitably via expertise in all forms of online performance marketing, including Affiliate, Search, Social, Display, Email and Data Acquisition, and optimizing within and across all digital media channels — is what we believe the future of online marketing and advertising should entail.
We’re proud to be on the vanguard of this new paradigm in online marketing. This year’s Advertising Age Agency Report rankings indicate that MediaWhiz’s work is valuable to our clients and to the digital marketing industry. It’s a recognition we aim to uphold in the months and years to come.
On the heels of Groupon’s $700 million IPO, stock market analysts and strategists are taking a wait and see approach before they deem it a long-term business success. Wall Street and tech experts aren’t sure Groupon can sustain profitability within its current model. These concerns are valid: the daily deals giant has had a difficult time scaling costs, maximizing spend and driving growth. By building its brand around the one-time, sale-conscious consumer, Groupon has struggled to drive repeat revenues for businesses. Perhaps the time has come for Groupon to strategically position itself by way of performance marketing.
Groupon has successfully leveraged performance marketing on the advertising side drastically increasing subscribers and sales from 2009 to 2011. Now, they should consider utilizing it to reinforce their brand image and build or re-build relationships with their clients. Consumers love Groupon because they get great deals. Groupon needs to convince businesses that continuous revenues could be generated through improved targeting, localized search and media buying, deeper multi-channel engagement, better compliance and precise measurement.
It’s been almost a year since Groupon spurned Google’s $6 billion purchase offer. At the time, many experts understood and even praised Groupon’s decision. 11 months later, that hindsight is 20/20 thing is rearing its ugly head. But with a $700 million IPO, it’s clear Groupon will be around a while. In order for the online couponed to reassert its long-term growth strategy, it needs to demonstrate continuous improvement in sales and efficiency. Leveraging an integrated performance marketing program would certainly help.
B2B marketers, which of the following performance marketing channels do you consider your bread and butter for turning prospects into clients? Social? Search? Email marketing? Affiliate? These are all worthy lead generation programs, especially when they are integrated to form a multi-prong approach. But how are you leveraging these channels? What are you doing to engage potential clients? Are you getting tired from all of these questions? If you are, grab some coffee because it is time to re-focus on your content strategy.
The bells and whistles of integrated performance marketing are only as strong as the content they promote. Being able to identify prospects is a great start but it is important to provide them with compelling content. In the fast-paced digital age, relying on your brand reputation – no matter how stellar – is not enough to secure partnerships. Continuously reinforcing your position as an industry leader is essential in order to remain top of mind with your existing and prospective client base.
So what kind of content will compel your target audience to act? Again, the digital age has changed the game. Prospects are savvier. They are not interested in self-reverence or brand boasting. Make your content informative and objective. It’s about showcasing your intellectual capital, not showboating. White papers, case studies, blogs and webinars are great examples of high level content that can attract and engage prospects without preaching to them. If the content is great, it will resonate through your might performance channels ultimately driving leads and client conversions.
Remember: Don’t be content with subpar content. Great content will drive great multi-channel results.
Setting up and maintaining a successful brick and mortar business has always presented unique challenges. Offline storefronts are in constant competition with neighboring franchises, co-ops, malls and mega retail chains. In order to stay a step ahead of potential customer foot traffic, local businesses must have a strong online search presence to deliver traffic from the initial search to the final purchase.
For franchises, leveraging Search expertise is about more than constructing a web site or creating a social media page. In order to maximize the Internet’s revenue-generating capabilities, your online presence must be continually optimized to increase brand awareness and improve sales conversions. This requires developing relationships with Search experts to precisely target your audience. These Search professionals are able to apply proven strategies which can support your ROI goals.
Local business owners have a results-driving entrepreneurial spirit and are accustomed to directly dealing with issues that can positively or negatively affect their franchise. It might be tempting to attempt to tackle a Search program internally. This should not be your tact. Running a brick and mortar shop is complex. So is Search. The do-it-yourself approach could end up costing you time and money. It could also adversely impact your online reputation.
Effectively launching and running any Search campaign requires specialized expertise. A forward-thinking Search team with experience driving results within your industry can tailor a robust Paid (PPC) and Organic Search (SEO) campaign to meet and perhaps exceed your program goals helping you acquire customers more profitably. How do they go about laying the foundation for online to offline growth?
PPC experts can incorporate tightly focused, cost-effective branded and non-branded keyword groups into your landing page or site to drive user engagement. Search professionals can thoroughly optimize registration and contact fields as well as continually revise and expand content to improve rankings, keep up with customer interest and stay ahead of industry trends. Also, Search marketers with a track record of building profitable online programs can strengthen your social media channels. They can create buzz and control messaging, thus protecting and growing your brand.
Franchise customers have many store options to choose from. Search makes it easier for them to locate your business and saves them from another trip to a crowded mall. They will thank you for it with their business.
