Google Plus Sites Showing up in Search

Well, it didn't take long! As I predicted, having a Google Plus site for your business can help your Google Search results. So far, it doesn't seem to affect your ranking (see Todd Wasserman's Mashable story today here) but it definitely will enhance the results for your business. Mashable gives several great examples showing Toyota and AT&T getting results that include pieces of their Google+ pages right in the search results. Here's a quote I found intriguing:


"For Mattick, integrating G+ brand page information into search results is an obvious enticement for brands to join and be active on Google+." Google's folks say your Google+ page results could show up if your are eligible for their Direct Connect program. Learn more about Direct Connect here. With almost 2/3 of all searches taking place on Google, this is a powerful tool for marketers. It is also an evolving situation, so stay tuned.

New Book!

I've just published a brief guide for businesses on how to use social media called Social Media Rules of Engagement for Businesses. Check it out on Lulu!

No ROI in Social Media?

"Marketing, including social media marketing, is about efficiency. Marketing is a process of decreasing the time, money, and resources required to communicate with customers and make it easy for them to buy products and services.

The more efficient your marketing is, the more profit you make. That’s what you want to optimize for."

Thanks to Jim Kukral, I was able to appreciate this very interesting post (http://linkd.in/vbWRqb) entitled "There is No ROI in Social Media Marketing." Interesting point of view and one, I thought, that made a lot of sense. Like many experienced marketers, I've been in the situation where the organization I was working for constantly bounced from idea to idea looking for the shiny stuff. Chasing an elusive ROI with efforts that are easily distracted by the next new thing is probably the norm rather than the exception.

I like Sean Jackson's point that marketing is about profit, and efficiency, and not really about ROI. After all, I can generate lots of income with advertising but if it's the wrong kind of income, then I haven't done my client any good at all. What's the wrong kind of income? Loss leaders, for one. If I am selling lots of widgets at less than cost then there's no profit margin. That's an unsustainable model.

The other point I liked was this concept of "digital sharecropping;" that is, trying to do business using social media platforms rather than using them for what they were intended for - developing relationships. Do take a few minutes to read the blog, it is entertaining and informative. And then I'd like to hear your comments.

Holiday hype or economic boon?

I'll sound like my parents, but Christmas is coming earlier every year. The amazing thing is that my kids are starting to notice and object to that, too. Yesterday (the day before Thanksgiving) one of my kids was hauling the holiday decorations down from the attic. I thought his complaint had to do with the labor, but it wasn't. He was unhappy that we had not even had our Thanksgiving meal yet and we were already looking planning for Christmas.

That got me thinking. As marketers and merchants push the holidays ever closer to summer, do we risk a backlash at some point? One of my astute kids pointed out that an ad on TV for a car manufacturer was reminding viewers that their winter sale was almost over - but that we have not yet even reached winter yet (by way of the calendar, anyway).

I know the economic rationale for pushing the products earlier - maybe people will shop a little longer and buy a little more if they see it in October. Maybe we can stretch the holiday shopping season by another couple of weeks and increase profits.

But at what point do we push that too far? I am not sure that we do, but the thought of year-round holiday sales events is a little weird.

I am interested in your thoughts and when you think we will have gone to far!

Plus Up Your Business

Google+ for business has been around just a few days, but already the early adopters are aggressively using it to assist with their online marketing strategies. Many of the influencers in the industry are suggesting that having a Google+ page will help you with your search engine results. Why? Because it legitimizes your business in the eyes of Google, for one thing. You will have established yourself as a real entity with some degree of authority around the topic of your + Page. Jay Berkowitz of Ten Golden Rules suggested today in a webinar on the topic that early adopters will also have the advantage of being connected to other leaders in various industries because the field is just less crowded right now and you have a better chance of standing out.

I launched my Google+ business page a few days ago and I have been tweaking it and adding to it along the way. It is a simple process that takes less than 30 minutes to get launched. I recommend your business, or your clients, begin working on your Google+ page as soon as you can. It's another opportunity to be noticed on the internet and to influence search engine results.

Marketing Currents: Another Brand Bites the Dust

Marketing Currents: Another Brand Bites the Dust: I grew up in South Jersey watching Penn State and Joe Paterno throughout my childhood. He was an icon of dignity and class and, for me, rep...

Another Brand Bites the Dust

I grew up in South Jersey watching Penn State and Joe Paterno throughout my childhood. He was an icon of dignity and class and, for me, represented what was still good and pure about college football. The events of the past several days have brought a sudden and ugly end to that reputation. I'm saddened by that, especially for Joe Paterno and the young men he influenced over the years. I don't think Joe is a bad guy, but he clearly didn't do everything he could have to protect the young men exposed to danger. I am furious for those young men, and heartbroken at what they endured.

There is a marketing point here. Brands, no matter how shiny, can be tarnished in mere moments. Penn State's brand is certainly dinged up a bunch right now, and Paterno's brand is in bad shape. Can they recover? Of course they can. Tylenol did. BP is doing it. Toyota has managed it, Exxon did. Bill Clinton is a highly-sought-after speaker and best-selling author despite his antics in the White House and being the only modern president ever impeached.

As a marketer, I am extremely cautious about aligning my client's brand with an individual spokesperson. Celebrities and athletes can be wonderful spokespeople, but they can also behave badly and take your brand with them. Even CEO's can get into trouble and damage the brand.

It's impossible to predict when your brand will suffer because of the bad actions of one of your employees or a spokesperson. Your best defense is a complete crisis communications plan with an identified process for dealing with any situation. If you don't have one of those, I would be happy to help you put one together. Please contact me at Kim@DeppeCommunications.com