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3 Posts tagged with the engagement tag


I've been deeply immersed in Google Plus for the last week or so, not only following what's being said about the service but actually using it, kicking the tires and making observations along the way. For what it's worth, I think Google Plus has an incredible amount of potential for a number of reasons. Here's a few thoughts or more accurately opinions. Everyone has a take, so the only thing can offer here is that I've had these thoughts in my head while using the service but wanted to give it some time before putting it into writing.


1. Google Plus Isn't A Social Network, It's A Social Layer

Google Plus looks like a social network and feels like a social network but I don't think that's where all of this is going. What Google has been successful in doing is creating the beginnings of what I think will become a social layer across the Google/Web ecosystem. The brilliance of their strategy is that the experience is good and seems designed for users craving a solution that takes aspects from Twitter, Tumblr and adds some of the familiarity of Facebook resulting in a promising social experience which lets users broadcast in public or share and connect selectively. If Google can scale and refine what's making G+ appealing to early adopters, they will be well on their way to showing the rest of the world what a social layer looks like (and I'm looking forward to watching this unfold).


2. Google Plus Isn't A Facebook Killer And Doesn't Need To Be

The media and pundits will continue to ask the question of Google taking Facebook out. I am fairly confident that average social "consumers" (think your mom or non industry friends) will not be leaving Facebook any time soon. However, this doesn't mean G+ will not become a significant force in media and other areas--I believe it will because it offers enough compelling connectivity, social features and content to siphon attention away from multiple networks/communication platforms including Twitter, Foursquare, Tumblr, Posterous, E-mail etc. As my Edelman fellow Steve Rubel points out, time and attention are finite. The more time and attention G+ gets from users and publishers, the more it takes away from all others. In my opinion, Google plus will take away enough time and attention for other networks to feel its effect and influence.


3. Journalists, Public Relations Professionals & The Media Will Eventually Flock To G+

Facebook knows that they need to appeal to journalists and media professionals in order to become an even more influential network. Currently, journalists favor Twitter over Facebook due to it's real time and open nature. Google Plus combines these aspects of Twitter with a way to organize "sources" and information organically. I believe this is where Facebook will feel Google plus most as media entities begin to incorporate the service into their routines. I don't see Facebook being structured as well for things like scanning headlines and leveraging journalists as personalities.


4. Businesses With Employee "Ambassador" Models Will Activate & Deploy Them


Call them community managers, evangelists, or corporate ambassadors, many business models leverage employees as public agents to educate, engage and activate advocacy amongst their customers. Google Plus has come out swinging strong with features such as circles which makes managing multiple groups of connections effective (something Facebook or Twitter doesn't do well). For example, a community manager who only wants to communicate or give their best content or news away to a their most engaged or high value members can custom different content to different groups.  Naturally, many company "ambassadors" will organically begin cultivating their network, but the real opportunity lies with a coordinated deployment.


5. Big And Small Business Gets A Second Chance With Google+

Google Plus offers not only users, but business and brands a second chance at getting in while the infrastructure is still being put in place. Though Google has not rolled out brand pages (or pages for non human entities), companies of all shapes and sizes who may have fumbled their efforts on Facebook, Twitter etc for a variety of reasons will have a second chance at setting up their "embassies" on Google Plus with some planning in place and a host of learnings to draw from efforts on previous networks.


6. Google Will Bring Search & Social Together

Nobody knows how exactly, but Google+ is likely going to bring the worlds of search and social even closer together. Already, they remain linked—(for example, the more your content is shared via social media, the more it does better in organic search results). However, Google+ itself it not yet search-able (officially) while in other cases Google has offered ways for content producers to attach their identities to search results. If someone is going to figure out how these two worlds connect more interdependently it will be Google.


Google Plus is no Empire Avenue or Quora—it’s the company’s arguably successful attempt at a social layer, which will likely integrate across other verticals and intersect with search.  Personally, I think it could be a serious game changer for the reasons I’ve listed in this piece. Challenges for both individuals and brands will remain investment, risk, strategy and getting up to speed on this ecosystem in real time. My advice is to get the right people in your organization focused on determining if this space will affect your industry. At minimal, pay close attention to it. On the other end of the spectrum, if you want to break new ground—consider investing in all things Google as they weave their social layer across their considerable ecosystem.


Source: Logic+Motion


The rules for customer engagement have changed dramatically over the past decade, and few companies have kept pace. McKinsey experts and three senior executives shared this week a research on how to navigate the transition underway.


The three executives give an overview on how to succeed in this new era of customer engagement, and also explain how today’s data-rich environment exposes the limits of intuition in marketing and the need to take a scientific approach to understanding consumers.


You can see more information about the article in their official website.

The full article is available for download in the same link, or directly below.


"Why should my business/products be available online?"


That's a simple question, with a simple answer: because your clients, prospects, fans and critics are already there, ready for you to find and interact with them. After taking a look at the white paper titled, “IT Consumers Transform the Enterprise: Are You Ready?”, shared by Paula Klein in this post, I thought about writing this post, giving a little overview on Promoted tools available in Twitter, that can help your business connecting with your stakeholders in this network.



But why should I promote my business/products?


Twitter recently launched its promoted content model, which is evolving as the network grows and more brands include Twitter within their digital strategies. In addition to offering brands a “Verified Account” and in-depth analytics, promotions on Twitter can align with engagement efforts already in place by a brand. Below you'll find some of the key functions and best practices of Twitter’s paid advertising platform.

1.       Promoted Tweet


A promoted tweet is simply a tweet that is promoted as an advertisement to a “wider group of users,” according to Twitter. Essentially, a brand bids on keywords or hashtags relevant to the tweet they are promoting in a model similar to Google Keyword bidding. When a Twitter user searches for those keywords or hashtag, or clicks on a Twitter hashtag, the user will see a “Promoted” tweet at the top of their search results. In terms of pricing, a brand is only charged when a user actually engages with a promoted tweet by clicking on it, retweeting it or @replying the brand directly from that tweet.

2.       Promoted Account


On their homepage, Twitter recommends users to follow based on their friends and extended network. A brand can promote its account to users that follow other accounts based on interests. Charges involved in this type of promotion are based on followers gained during the duration of the program. Twitter uses this example of an Edelman client, Microsoft Xbox. “A lot of people who follow several gaming-related accounts also follow @Xbox. If someone follows gaming-related accounts, but not @Xbox, Twitter may recommend @Xbox to that user.” Success can be found in campaigns targeting the followers of relevant lifestyle Twitter accounts.

3.       Promoted Trend


A promoted trend on Twitter allows a brand to appear at the top of the trends section on once a user logs in. To promote a trend, a brand pays a fixed cost for 24 hours of visibility. Trending topics appear on Twitter’s homepage due to organic volumes of conversation relevant to a geographic location. A promoted trend appears directly above organic trends and is clearly identified as promoted with a yellow box titled, “Promoted.”

4.       When is it best to use promoted content on Twitter?


Using promoted content on Twitter can address a brand’s tactical goals (i.e., growing a following) but should be tied to a strategic objective (i.e., building quality relationships with stakeholders). Launching a product, creating buzz around a campaign, or growing a conversation can be achieved through promoted content on Twitter. However, it is increasingly important for these brands to have sustained conversation after the program on Twitter in order to be successful.

5.       Best Practices in Promoted Twitter Content


Multiple creative options are available for promoted content on Twitter, depending on the goals and the budget for a campaign. Key tenets of successful social media campaigns exist - no matter the size of the budget or the brand. Some of these include relevant targeting and content, interesting information and two-way dialogue. Brands should consider their audience, create content to tweet that is relevant, and promote it through demographic and psychographic targeting. Twitter emphasizes that programs are more successful when they include an online call to action, whether driving traffic, RTs or @replies and recommends the use of URLs in the tweets for video, photo or web content.

Marcio Salles

Marcio Salles

Member since: Aug 17, 2010

Edelman Digital Executive, responsible for being the Face to many Books. That's my personal time, that's my work. So let's talk about 2.0 life!

View Marcio Salles's profile

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