A report out this week from ComScore tells us that Google+ users are unengaged.
According to the report, users are signing up, then leaving. Google+ users are on the service just a tiny fraction of the time that Facebook users are. For internet marketers, however, the ComScore numbers don't tell the story. Google+ deserves your attention for reasons completely different than mass reach (and in addition to the benefits it ads to your SEO strategy).
Since its launch in June of 2011, over 90 million users have registered on Google+, approximately 10% of the number of people registered on Facebook. And, according to the report, the average Google+ user is on the service on 3 minutes each month compared with 7 hours per month for Facebook users. Marketers that have been allowed to test the Google+ service are reporting that users are far more engaged with them on Facebook. For these reasons, the Wall Street Journal reports that
Google+ is virtual ghost town.
Whether Google+ was designed to be Facebook killer is for someone else to decide, but my experience on the two services (and Twitter and LinkedIn) tell me that looking at average user statistics on Google+ will leave you misinformed. Google+ is clearly not yet accepted by the "average" social media user. And that is perfectly fine. Marketers should use Facebook to reach the "average" user.
For marketers who look beyond "averages," Google+ serves a purpose that Facebook can't. Sure, use Facebook to offer my Aunt Edna a coupon or a new recipe, but use Google+ to engage in thoughtful discussion. Use Facebook to generate pithy comments and run promotions, but
use Google+ to have a grown-up conversation about the merits of your marketing strategy.If you're reading this on my Google+ page, you'll see below a Google+ circle of 500 users, put together by Robert Scoble, that you'll be hard pressed to interact with on Facebook. These are business and thought leaders who actively share and interact on Google+. Read their posts, comment, add them to your circles, and I promise that the knowledge you gain will be well worth your time.
Edit 2-29-12: Here's another perspective from TechCrunch worth reading.
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The way marketing used to work, you'd put your message in front of potential customers in the hopes that they were in the market for your product. You segmented your audience by interests, profession, geography, demographics, etc. You measured your reach by knowing the number of subscribers, viewers, listeners, etc. would have your message delivered to them. This was your campaign's "Reach."
In order to make sufficient impact, you needed to repeat your message enough times. twice per week in the newspaper, 12x per day on the radio, daily commuters pass your billboard, etc. This was your campaign's "Frequency."This old way of marketing is missing a key piece. The piece that is there between the time your message makes an impact with your prospect and your prospect makes a buying decision. The piece that is there when your prospect is doing their pre-purchase homework.Whether you are selling cars, jeans, lunch, legal services, or any other product, your customers today have access to more information about you, your business, and prior customers' experiences than ever before. Where your prospects once relied on friends and family for advice, they now turn to the Internet. They use search engines and social media to follow up on the advertising message you used to successfully interest them in your product or service.You must participate during this part of the process! Check it out for yourself. Do a search for your business. Search for your competitors. Search for your product category. Search for your product category and add the name of your town to the search. Search Google, Yahoo, Yelp, YP.com, Twitter and LinkedIn. Ask for advice from your friends on Facebook. By doing this, you are replicating the buying journey your prospects are taking.Are you happy with you found? Would you buy from you based on the resulting information you've gathered? If not, you need to add to your marketing plan.If you don't show up at all in your searches or are not on the top half of the first page, you need to start with a Search Engine Optimization program. This is something you can tackle on your own, but I suggest that unless you have the time and expertise, you should shop this out. After all, if you are web savvy enough to know how to do this, wouldn't you have done it by now?Next, take a look at your web page. Today, the web page has replaced the Yellow Pages ad as a static place holder that describes your business and services. Your web page needs to do more!Your web page needs to be the place where people can confirm your business or product knowledge. A place where people learn that not only do you offer a product or service, but why your product or service fits their needs. With all of the choices that your prospects have, your web site needs to be the place that tells them why they should buy from you.But wait! Before you start using your web site to tell how great you are, remember, your prospects are not looking for a hard-sell. They are looking for information. You are a millisecond away from the click that will lose you a customer forever. Instead of hard-selling, determine what information a typical prospect looks for when making a buying decision and give it to them. What can you provide for free that will make your customer comfortable taking the next step with you?This is where blogs and social media come into play. If you can successfully become a resource for your prospects, you are much closer to having a new customer. Blogs allow you to share your knowledge while also improving your search results. If you're not blogging, you should be. In addition to being a great marketing tool, the exercise of writing a blog will strengthen your own skills by getting you to think through your product and service offerings in a way many of us haven't in way too long.Since your customers are likely using social networks to do their pre-purchase homework, you need to participate there as well. Start by listening and observing. Which of your competitors are already active? How are they interacting with customers? What's working for them? What isn't? You need to resist the temptation to use social networks as an outlet for your traditional marketing messages. No one is looking for your sales pitch here. What they want is to start to learning your businesses personality and how you connect with customers. Your goal should be building affinity and participating in your prospects buying research.If you got this far, hopefully it means you understand that there are new opportunities that old marketing tactics can't deliver. It can seem intimidating at first, but the reality is that 15-30 minutes each day is all it takes!If you haven't begun this process, you can bet that many of your competitors have a head start. Not to worry. The best thing you can do now, is start!
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As a Smarter Business Communications company, Domino Theory has been active on Google+ since it went live in June of this year. Our experience with it has been mixed. Google+, so far, is a social network for early adopters. You're not likely to find many of your Facebook friends or LinkedIn contacts aboard yet. As for businesses, well until last week they weren't even allowed. So, knowing all this, why do we suggest our clients get their Google+ Business Page up and running now? 
First, let's be clear, Google+ is not a mirror of Facebook or any other social network and I don't suspect it will soon replace the interaction we enjoy on Facebook or the business networking on LinkedIn. Google+ is something different. From the outset it's designed to be more about Social Business than it is about connecting with friends and family. And that's why your business needs to be there!Search
Google is king of search. Google+ will be tied more closely to Google's search algorithms than any other social network (to the point where Facebook and Twitter are now snuggling up with Bing). Google's recent changes to their search now weighs recency, making fresh Google+ content even more valuable to your SEO efforts. Add to this the ability to set up your Google+ Page as a Local Business and you're enhancing local SEO even further!Put a "+" onto any search for a brand or business and a Google+ search also pulls that brand's Google+ Business Page! Talk about connecting businesses with customers!Forgetting all else, search alone makes Google+ any business's friend.Integration
Google+ is the place where all the various pieces of the Google ecosystem meet. Apps for Business, Gmail, word processing, spreadsheets, presentations, third party apps, and YouTube all meet together at the hub that is Google+. Throw in video chats and Hangouts on Google+ and soon there will be no reason to ever leave the Google environment!Thought Leaders are Staking their territory!
Check out the follower activity these leading brands have had in the first week of Google+ pages being live. Do you have any marketing activity in your arsenal that has put you in direct contact with thousands of customers this week?
NASA
The Muppets
The New York Times
FC Barcelona
Pepsi
Burberry
ToyotaClearly many businesses have yet get their arms wrapped around search engines, Facebook, blogging, and the many other social networking tools that will change the way they market. We understand that to the untrained eye this can all be overwhelming. Ignore it at your own peril!The changes we're seeing in marketing can be compared favorably to the changes Moneyball brought to baseball. Analytics and digital tools are delivering an advantage to the companies that know how to use them. While many are afraid to let go of the old analytics, Reach, Frequency, and Awareness, the cutting edge is now counting real interactions and tracking them all the way through Sales, Repurchases, and Referrals. Are you?We can't encourage you enough to get your Google+ page set up and active (here)! And while you're at it, add Domino Theory to your circles!Update 11/19: 94 percent of top 100 brands have Google+ page - Already!Tell us what you think!
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It's bound to happen. You put hours, days, and weeks into building a Smarter Business Communications plan, you have your social media networks running at full speed, your blog is attracting new leads, your inbound marketing is firing on all cylinders. Then, it happens, someone blasts you on Facebook, you get a horrible review on Yelp, your business is being dragged through the mud for everyone to see. What do you do now?
I'm sure our little town of El Dorado Hills where Domino Theory is based, is not much different from where you live. News spreads around town like wildfire. Whether good news or bad, the coconut telegraph never stops clicking out new messages. The Internet operates the same way, but it's not limited by geography. Everyone has a voice and a means to broadcast it. And while we do everything we can to make this exciting new technology work in our favor, it's inevitable that you're going to get kicked in the teeth at some point.How you deal with a negative situation lays the groundwork for your company culture and customer relationships. Businesses deal with these situations all the time, some better than others. If you make the right decision at the right time, you have the opportunity to not only nip the problem in the bud, but even make your business look better for it.A Smarter Business Communications Plan includes a pre-determined process for how to handle these situations. Here's ours:Don't react emotionally. Sure, it's hurtful when bad things are said about you and your business, but when we react emotionally we tend to either fight back or rationalize and ignore the issue. Neither of these two things solves your problem and will likely escalate it. Take your time to be emotional if necessary, but work through that and get your footing solidly beneath you before you respond. It might take only a few minutes, but more likely you'll need more time than that to separate your personal feelings from your desired professional outcome.Take the complaint to heart. Whether you agree with the complaint or not, the fact that one customer feels a certain way means there might be others who feel similarly. Most often, your customers won't complain, they'll simply take their business elsewhere. While you do everything you can to please your customers, a complaint offers an opportunity to review your products and processes find areas where you can do even better. Look at the problem as an opportunity to make your business even better.Look at the issue from your customer's perspective. Maybe she was just having a bad day, but more likely, whether you agree or not, she feels she has a legitimate complaint. Put yourself in her shoes and think about what might turn the situation in your favor.Most people won't remember the problem, they'll remember how you deal with the problem!Be contrite. Even if in your heart of heats you feel you've been wronged, turning an already bad situation into a fight will not benefit your business. Apologize and start working on how you can turn an unhappy customer into an advocate. No one wants to hear excuses, what they really want to hear is how you're gong to make it right!Publicly acknowledge the situation. Make sure everyone knows that you take it seriously, respect your customer's position and are adressing it. Then, as quickly as possible take the conversation private. Send a direct message or e-mail with an offer to discuss the experience in a more personal manner. This gives them the attention they seek without having to deal with issue in public.Share your appreciation for the feedback. Remember, most customers won't complain, they'll just take their business elsewhere. If you're serious about this step, you have a great opportunity to improve your business and begin to turn a problem customer into an advocate.Ask how he would like to see the problem solved. If the request is reasonable, you should meet it immediately. If the request is beyond what you can afford, explain that and offer an alternative. Keep your focus beyond the one event. Try to make your solution one that gives you another opportunity to work with the upset customer within the environment where the problem started. Help them understand that the bad experience was an exception. The goal is not to make the problem go away, but to turn a back experience into a good one.Take this approach and you'r much more likely to have your once upset customers singing your praises - and that'something it's even difficult to get happy customers to do!
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I was introduced at a community event recently and was asked to say a few words about Domino Theory: Smarter Business Communications. The audience was a group of small- and mid-sized business owners. As a key part of our Inbound Marketing strategy, I prefer to learn about my customers business rather than focus on my own, so instead of talking about Domino Theory, I asked a series of questions.
1. How many of you have a formal marketing communications plan that you follow?
About one third of the attendees in the room raised their hands.2. How many of you who raised your hands include Internet marketing in your communications plan?
About half of the first group raised their hands.3. How many of those include blogging and social media in their Internet communications plan?
Most of the group with hands raised kept them raised.4. How many of you with hands still raised apply analytics to your Internet communications to measure results?
Almost all the remaining hands dropped.5. How man of you would like to find more profitable customers?
All the hands in the room went up.This isn't unusual among small- and mid-sized businesses. Business owners are generally very good at what they do, they are also generally not very good at marketing, and by not being good at marketing they fail to reach optimum profitability. But here's the kicker, being good at your business is exactly what Inbound Marketing is all about!My father-in-law is retired in Arizona, but is a skilled woodworker and builds cabinets for friends and family to stay busy and make a little cash. The stuff he builds is really good (we have a number of pieces in our house here in El Dorado Hills). The woodworking he does requires special tools and special woods. So where do you think he shops? Does he go to Home Depot or does he go to specialty shops? He goes to specialty shops!The people who work in the specialty hops are experts! They know the tools and how to use them, they know the woods and their characteristics. They are able to talk his language, share tips, and act as a resource. The people at Home Depot can tell him in what aisle he might find what he needs.You're an expert in your business, right? Isn't that why customers come to you? You have the skills and knowledge to provide a product or service that is better than the competition. You deliver a memorable customer experience and build relationships with your customers so they continue doing business with you and refer their friends and business associates.An Inbound Marketing plan can do all of this and more!When you share your knowledge and expertise in blogs and social networks you establish your expertise, your role as the go-to business. It doesn't matter whether you run a restaurant, a dental practice, or any other business. Your customers want the same thing! They want access to your expertise. It's your job to share it with them!If you're a dentist, it's as easy as including a brief message in your appointment reminder e-mails about what procedures you will be performing at the appointment and why they are important. You can include a link to more information about them so your patient shows up informed and prepared. Everyone wants to like their dentist, but I like my aunt and don't want her fingers in my mouth. I want my dentist to demonstrate expertise!If you're a restaurant owner, the same thing applies. The most common social media posts I see from restaurants are about specials, what's for lunch, and what a great place your spot is to watch the game. People may want to know that information, but most aren't on social networks to be sold something! You need to offer more! Want customers to watch the game at your place? Tell them about that crazy AV system you had installed! Write a blog post and get into the nitty gritty, how many screens, how many games can be watched at once, how the system is networks, why it's the best! Want them eating in your restaurant? Share how you source food, your special preparation techniques, the special equipment i your kitchen that allows your chef to outperform the home cook.But all of this takes a plan! It requires goal setting, timelines, publishing schedules, monitoring, and measurement. As a lawyer, you would never argue a case by the seat of your pants - don't market your practice by the seat of your pants either!
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Do you have a sales process? Unless you're just winging it, you likely track your sales prospects through a series of steps until they purchase - or not. Perhaps you call it a sales funnel, lead nurturing, or have another name for it. When you built this process, did you consider that your customers also have a buying process? Does your sales process mirror the buying process?A buying process? At Domino Theory: Smarter Business Communications we coach our clients to mirror the buying the process rather than force your buyers through your sales process. Let's take a look.Forget about your customers for a minute and think about yourself - we're all making buying decisions all the time. What is the process your buying journey takes?Whether we're buying a new pair of shoes, a new car, or a new backpacking tent, we generally will travel the same path. If you keep this path in mind during your sales process, you'll be able to lead your customers through the process, helping them with the right information at the right time leading to the decision that fits their needs - a purchase of your goods or services!It could very well be a new watch, pair of shoes, bottle of wine, or a skateboard for your son, the process is typically similar. To simplify this, let's look at the 6 Steps in a typical car purchase.Interest
Your lease is up, your car is spending too much time in the shop, or you just want a shiny new car with all the latest technology. Whatever your reason, you have developed an interest in buying a new car (new car, used car, it doesn't really matter, the process is the same). This stage can be short (your lease is up, your engine seized, etc), or longer (you want to replace your vehicle, but have no urgency). Whatever the reason, you have developed an interest in purchasing a vehicle.Educate
The next step on our buying path is to educate ourselves. With so much information available online, the Internet is the go-to place where most of us begin to research. Some people check the car sites, some read safety information, others want to know about performance, reliability, or fuel efficiency. We look at pictures, color options, interiors finishes.We also seed advice from friends, family, and even strangers. We ask questions of people who own a similar make and model. perhaps we visit bulletin boards online or post questions to our Facebook friends. How many people does it seat? How comfortable is it? How much does it cost? What are the advantages of buying new versus used?Ultimately we visit the dealer or a private seller. Here we continue to educate ourselves. We inspect the car, get brochures, ask more questions, and more likely than not get hit with a sales pitch that makes uncomfortable (because we're still educating ourselves, we're not ready to make a decision yet!!)Have you noticed how long and and extensive the education process can be? This is why Domino Theory is such a strong believer in Content Marketing! Ultimately, though, we are ready to move to the next step.Transfer
Finally, we're ready to get behind the wheel for a test drive. Ownership has been transferred, at least temporarily. This is the same thing as when we try on a new pair of shoes or listen to music sample on iTunes. When you try the free samples at Costco, the seller knows you are one step closer to making a purchase decision.While that 5-minute test drive around the block gives us information about the car, it also allows us to take ownership of the vehicle and see how it feels to own it. Some people want to crank the stereo, others step on the gas and give it a go, while others just want to get a feel for how they look in the car - do people check it out?Justify
We've reached the 5th step of our purchasing journey. Can we justify the purchase? Do I really need a new car? Can I really afford it? Should I be buying used? Should I be buying a new car? Do I really want an SUV with gas prices where they are? Can I fit all my stuff in this little hybrid? Do I really need all the performance? Is red too flashy? Will silver look clean longer? Can I buy a used car from someone I've never met before?A lot of times our purchasing process ends here. If we can't justify the purchase, it's time to go back and Educate ourselves further and cycle through the process again. Think about how man pair of shoes you've put back in the box and handed back to the sales person, how many boxes of cereal you've put back on the shelf, how many restaurants your didn't walk into after reading the menu outside. You couldn't justify the purchase even though there was a product that potentially satisfied your needs.If you are able to Justify, you finally move to the final stage.Decide
You're ready to buy. No one "closed" you with a hard sell - or if they did, you were still able to justify your purchase. You drive home in your new car, and you immediately become part of someone else's Education process as they check out your new car and ask you questions about it and where you got it.This sounds familiar, doesn't it? Now apply this process to your customers and their purchasing process. What can you do to Interest them, Educate them, to get them to sample your offering, to demonstrate the ROI, and ultimately to Decide that your product and service is just what they were looking for?When you align your sales process with your customers' buying process, you are able to hold thier hand and pull them to the next step. If you know they're interested, help educate them. If you know they are educated, give them a way to sample try out what you're offering. Once they've tried it, validate why your service meets the criteria they've shared with you.Then, close the deal!
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The Texas Rangers vs. the St. Louis Cardinals. Not exactly a World Series for the ages - on paper. at least. Doesn't matter, it's the World Series, therefore, I watch (even if the Giants aren't playing!).
This year I'm taking a different approach to watching the games. I plan to check out as much social media as I can find that's tied to the Series.It'll be interesting to see who does what, who does something to suck me in, to make me Retweet, Comment, Share, or post a response.Here's a list of the social resources I'll be tracking.Twitter feeds:
(Spoiler Alert - You can just follow my Twitter List here).
MLB 1,519,567 Followers
MLB's official World Series feed 12,432
MLB PR 31,241
The Cardinals official feed 63,935
The Cardinals' Front Office 31,273
Busch Rally Squirrel 27,213
The Rangers' official feed 79,104
MLB on Fox 52,417
ESPN Baseball Tonight 41,525
Steve Berthiaume 33,692
Jon Heyman 105,782
Hashtags:
#Postseason
#WorldSeries
#stlcards
#rangers
#11in11Facebook Pages:
MLB on Facebook 699,834 Fans
Texas Rangers 873,465
St. Louis Cardinals 945,553
Fox Sports 132,286Blogs:
Joe Posnanski's Joe Blogs
MLBlogs
Keith Olbermann, Baseball Nerd
Buster Olney
Sweet Spot by David Scvhoenfield
Big League StewWhat am I missing? What will you be following?
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Domino Theory works with a lot of small businesses on communications plans that often include Facebook. These communications plans are almost always targeted towards customer acquisition and retention, but
we are continually encouraging our clients not to ignore internal communications.A great tool for improving internal communications and collaboration, especially when the team works from different locations, is
Facebook's Secret Groups.
Facebook Groups are a great way to segment both the distribution of your content and to filter your listening to specific people (family, classmates, clients, etc.). Secret Groups take the idea one step further by making your Group interaction invisible. Activity in these Groups does not show up in your personal or business timeline, is not indexed by Google, and is invisible to anyone not in the Group - even if they have the URL!
Set up is simple, when you set up your new Group simply choose "
Secret: only members can see the Group, see and make posts." All communications within the Group are visible only amongst members. While I don't suggest using this if there is a need for strict confidentiality, it is a great tool for business collaboration.
Now that your Group is set up and you've invited your members, you have created your virtual work space. Within the secret group you can share documents, have group chat, share photos and videos, and even have a shred e-mail address where your can send messages to the entire team and can upload and post remotely via mobile devices.
It's Domino Theory's belief that before you begin to communicate with audiences outside your organizations you should have your internal communications strategy in place. This is an often overlooked and under-managed piece of a Smarter Business Communications plan. Facebook's Secret Groups are just one of many tools that your company should be exploring as
social invades the enterprise!
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You built your Facebook page, launched your Twitter account and... nothing?
If you're just arriving at the Social Media party, expect to be playing catch-up for a while. Your competition may have a head-start and you can bet that your customers do, too. The good news is that in this dynamic environment, there are great tools that will help you find your customers and help your customers find you in a hurry!Your customers won't know you have a Facebook page or Twitter account unless you tell them. It might seem obvious to you now, but you'd be surprised how many business web sites do not ask their customers to join them on Facebook and Twitter. It's a must! Point them to your social media and make it easy for them to join. Put links on every page, every article, every blog post.Share your numbers! People love to go where others are hanging out, so use a Facebook button that shows how many followers you have and who they are! Remember, this is "Social!"The Internet isn't the only way to help customers join your conversation online. Your unique Facebook URL and Twitter address should be on all of your printed materials, too. Brochures, business cards, you name it. Point your customers to your pages and feed! Tell them what they'll find when they get there!Offer an incentive for joining you. If they are to join your community, they are doing so as a customer not a friend. You can find success getting them to join by running a drawing or offering free reports or e-books. Giveaways of products or services have proven successful for many. Coupons or discounts are also great incentives. But make sure they have to "Like" your page or subscribe to your feed to earn the incentive!To begin building your Twitter presence, here is a great list of step-by-step instructions from Chris Brogan on How to Build Your Social Media Influence with Twitter Lists. Follow these instructions and you're well on your way!Track your metrics. If you haven't set measurable goals over time for your social media effort, stop right here. Without a set measurable objective and timeline over which to achieve it, how will you ever know what success looks like?When you know what you want to count, there are great tools available that allow you to measure everything. Which of your Tweets are delivering clicks, getting Re-Tweeted, you name it, you can count it. Some goes for Facebook. Keep track of the types of content that your customers share, like and comment on. Run A/B copy tests. Tweet your Facebook updates and track the response when you combine efforts.Don't feel like you are starting from square one. Much of the heavy lifting has already been done for you when it comes to utilizing data to optimize your Facebook results. Here are tips that will help you succeed:
- Keep your status updates short. Posts of fewer than 80 words will maximize your results.
- Optimize your frequency. More is not better. Over saturate your customers news feed with superfluous information and you're gong to get tuned out. Research shows that an average of 2 posts per day is optimal for most businesses.
- Photos and videos generate the most response. Use them! Create infographics, use Slideshare. Visual communication will response!
- Optimize timing. Data shows that posts between 10AM and 4PM Eastern time generate the most response. Schedule your posts to take advantage.
- Thursday and Friday tend to be the best days for generating customer interaction. Use them!
Social media can be a very successful business driver. Help your customers find you and make sure they're glad they did. Then, they'll tell two friends, and so on...
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