Google+ for Businesses and Brands

As we're pretty big fans of Google, it's no suprise we’ve talked about Google+ and how it squares up before, and now we're back there again!

This month finally sees the release of Google+ for businesses, so now we’ll be taking a look at what Google+ has to offer you as a business, or brand owner.

The Google+ strap line is ‘Real-life sharing, rethought for the web’ and refers to G+ as a social networking and identity service. Summarised it is a tool to help businesses communicate; ‘you share, they recommend, you both connect’ in short and it will make a difference to businesses that already use Google Products and that have embraced communicating and listening to audiences .

Google+ has a number of tools and features on offer.

• Google Circles allows you to organize friends and acquaintances according to real life social connections, great for customisable list building and communications.

• Extended Circles allows you to share content with those who are one degree removed from yourself.

• The Stream allows you to see posts in real time of particular Circles, and any comments made will be visible to all Circle members.

• Group and Video Hangouts allow you to hold video meetings, seminars or conferences with followers and fans without the need for additional software or websites.

• Google+ also integrates smoothly with mobile and has its own app for Android phones; there is also a messenger function, games and profile verification.

• Links can be added under the category of either recommended links, other profiles (web pages about yourself) or contributor to (sites you have written for), there is also, of course, the +1 Badge, which we’ve also talked about previously.

It is worth noting that +1’s will be shown with your brand page and search ads. A +1’d page shows prominently in the search results, with a trusted face attached called ‘authorship on search results’; an endorsement by people recommending your product or service.


Perhaps one of the most interesting features (exclusive to) Google+ is Ripples. Google+ Ripple is an interactive diagram that shows how a Google+ post spreads as it’s shared by users and you can look at this information for any public post on Google+.

So why is this useful for a business? Well, you can see an overview of who the top sharers of your content are, how the posts spread, what languages the sharers use, as well as the timelines and a detailed view of sharing within different circles.


Not only does this make it incredibly easy to measure the impact of any campaign or content, but because all Ripples are totally transparent, you can look at an end goal and, to some degree, engineer your own Ripples.
For example if you see an influencer you want to get content too, by looking at who’s content they’ve shared themselves (and so on) you can work back through the Ripples to see what users you need to target content at, so that it might ultimately be shared by your influencer.

Let’s have a basic rundown of the benefits;

1. Brand building
   
   
2. Full integration with other Google owned products, such as YouTube, and Google cloud services, such as Picasa or Blogger.
   
   
3. An attractive prospect to marketers; integration of Google+ searches within Google.
   
   
4. Well designed user interface
   
   
5. Real time updating
   
   
6. No character limit (i.e. 140 characters on Twitter)
   
   
7. Multi-media rich
   
   
8. You can use Hootsuite to manage Google+
   
   
9. Approximately 40m early adopter members, which represents just a fraction of the overall Google users, so a huge potential user base.
   
   
10. Your Google+ page will rank higher then Facebook in Google searches for your brand name.
    
    
11. Profiles can be optimised with meta and anchor text
    
    
12. Ultimately, tracking traffic and conversion rates from your Google+ page will be easier, although Google Analytics and G+ are not currently connected; it’s definitely in the pipeline.
    
    
13. For Local Businesses, a corporate brand page can be set up, then different Google+ pages for each local business.
    
    
14. Google+ is content driven and can be used to share highly focused content that will track well in niche searches, Google+ brand pages could be used as landing pages in their own right.
    
    
15. If you type ‘+’ into the Google bar followed by the brand name, its page will come up in the search drop down
    
    
16. Social share badges to link your Google+ page and your website

Flashlight has already outlined strategic use of Google+ for clients. It is worth noting that ‘Google+ is not Facebook’. It is certainly more about doing business with likeminded people in your network; and as such, a business would benefit from outlining how a Google+ page will benefit them specifically, what type of content would naturally be of interest to their network and what tone of voice to use.

Google Fresh, the latest ‘Google Update’ is all about trust and authority and it encourages businesses to follow the good practice ‘business conversation and content guidelines’ outlined by Google and in return, Google returns these businesses high in the search results.

Google+, used appropriately, in conjunction with a good website, will improve a business’s chance of being found in a Google search. Google dominates the UK search engine market with a 90.59% share of the market.

If you’re interested to learn more about Google services and networks of interaction, and how the above can benefit your business, why not get in contact with the Flashlight team and see how they can give your business or brand a helping hand.

If you are reading this out of office hours, please use the contact Flashlight form and we will get back to you to discuss how Google+ can form part of your overall channel optimisation and campaign marketing strategy.

Check out the Rocktime Social blog later this month for a quick overview on the ins and outs of Google+ for businesses, and what to be aware of.


Author: Fiona Anderson & Alice Cheetham

Geek Video of the Month

Spotted by our Technical Director, Kieron, this month we’re checking out some seriously ‘cool’ science!

With video courtesy of the Association of Science–Technology Centres, physicists from Tel-Aviv University have put together this fantastic demo of the phenomena of quantum trapping and quantum levitation.

Because of the way superconductors and magnetic fields interact, the cooled superconductor is held in position above the magnets. If you’re interested in learning more about the physics behind this demonstration, why not read up on their site or check out this video, which gives a breakdown of the process.


Author: Alice Cheetham

Adwords Location Targeted Improved

This time last year we were letting our clients know that local search engine optimisation was destined to be a hot topic in the natural search engine result pages. We advised our clients of the numerous ways in which our clients can increase their local traffic via natural search (i.e. not paid for search adverts) this included geo tagging, local business adverts, local mentions, local social network tribes. Paid for options have included local directory listings and local targeted paid search adverts.

Over the last year we have been working on our local targeted proposition and in the new year will be sharing with you a selection of success stories.
A recent development with location targeting is: at the end of October 2011, Google Adwords team announced that the local targeted features within Google Adwords are getting a makeover.

Google has noted that several businesses have been using Google location targeting features to drive more qualified customers through to their websites. With tighter targeting, Google report that one of their customers (digital agency) was able “to lower their cost per click (CPC) by 36%, driving in higher quality leads at a lower cost”.

We are pretty excited about the new location features, as it will make it easier to discover and obtain more detail for our clients, on potential target locations. Google is providing more information on ‘reach numbers by location’ to help estimate the potential audience/ leads available. These numbers relate to number of users seen on Google products in a given location and should be viewed as trends rather than accurate figures.

To find out more about the improved Adwords Location Targeted development, talk to the Flashlight “Local Targeting Ambassador” Fiona Anderson, or visit the Google Adwords Insider Blog here.

The above image shows current location targeting feature “Polygon targeting”. This feature is being migrated by the end of 2011. Google recommend using the ‘Target a radius’ feature which allows you to selectively add locations within the radius target. To help determine which to target, we suggest you should run a geographic performance report to get an idea of which locations received traffic within the custom shapes and then target those individual locations.

You can engage with Fiona on Twitter @GeekChicSocial; let her know you read this blog, as she loves Maps, Local, Google and Geo chats.


Author: Sarah Griffiths

‘Street View’ Google Map Indoors Photos Go Live

After the Google Street View service that allows viewers to view the exterior of a business, Google adds a new feature to its Google map services by allowing users to see 360-degree street-level images of the interior of various businesses, including restaurants, hotels, retailer shops and gyms etc.

This new feature has been discussed in news and in social platforms for a while and we have been watching and waiting for this evolution since before April 2010 when Google invited US businesses to have their business photographed.

According to BBC news, Google officially announced a pilot project in selected locations including London, Paris and a number of cities in Japan, Australia, New Zealand and the US.

"Building on the Google Art Project, which took Street View technology inside 17 acclaimed museums, this project is another creative implementation of Street View technology, to help businesses as they build their online presence," a company spokesman told the BBC.

"We hope to enable businesses to highlight the qualities that make their locations stand out through professional, high-quality imagery." he added.

Having indoor photos on Google Maps, which are taken by Google photographers, will be valuable for local businesses that depend on local patronage. Customers check where to visit or eat/drink on the web and give importance to ambiance, merchandise, layout, or decor when choosing where to go. Thus, this application will definitely contribute to a businesses’ ‘online presence’. Businesses have an opportunity to become successful and benefit strategically from the interior photography.

This development made Rocktime Flashlight team excited as we optimise location based platforms like Google Maps as part of our local targeted campaigns created for various clients, in order to increase local awareness and reach. We have already applied to Google on behalf of our boutique hotel clients to have their beautiful rooms and sports facilities photographed by Google photographers. In brief, we, Flashlight executives believe that Google Map Indoors Photos will bring extra value to local businesses, and we hope this service will be available in more cities soon.

Our Google Places optimisation for clients usual results in page one positioning for preferred keywords, after a period of 4 to 6 weeks, depending on competitiveness. Please ask the Rocktime Flashlight Team if your business would like to achieve this success as part of an integrated digital marketing strategy.


Author: Aysegul Yigitbasi

Why Sarah is not happy with latest Google Update

Google announced last week that they are going to begin to encrypt searches made by logged in users, to make search more secure. Even though you can still obtain results on keywords (logged in or not) from paid search!

What this means to users is nothing (apart from security on keeping keyword searches secret), what this meant to website owners with analytics, is that they will no longer receive referral data from these (logged in) searchers. Generally we are fans of Google Updates as they are useful in their quest to make search a more pleasant experience. Alas, we are not fans of this change.

Monitoring the number of keywords that drive traffic to our clients websites is one of our favourite analytic reports. Our Search Marketing Executives get a real kick out of telling our clients (with search marketing contracts) that the number of keywords driving traffic to their website has increased by XXX %.

We will still be able to get the reports as this update will only relate to those logged in searchers. However, it won’t be the full picture, which makes us - Search Engine Optimisation (SEO) and Web site usability fanatics - sad.

There is a poll being run over at SEOptimise and based on the results so far, say that this is relating to more companies using PPC ads:
Visit the poll here http://www.seoptimise.com/blog/2011/10/google-dropping-analytics-keyword-data-what-does-this-mean.html

There is plenty of upset on this news, one we particular like is from Ian Lurie over at Search News Central and this statement in his article Dear Google, This is war:

“Don't get me wrong - I've not opposed e-mail ads, or Street View. But you can't shut down search query data and then protest privacy. That's like leaving one bite of steak on your plate and saying you're a vegetarian.” Ian Lurie, Oct 18th

Having had time to digest the news, I can now say that personally I am livid with the move, understanding what terms people are using to find your website allows you to create a site which suits the searcher and allows you to optimise on pages that they may not like at first glance. We (Search Marketing Flashlight team) are all about creating websites that benefit user and in turn increase client revenue. Google are making themselves out to be the good guys here, with regards to respecting privacy, but what will happen in turn is that people like us (Search Marketing and Web usability Ambassadors) will not be able to do our job to full effect.

We will still be able to determine keywords used from paid search adverts, however this will cost our clients additional money. For years now we have given all our focus to ramping up natural positions and diminishing PPC ads. Are people really that bothered that Google are keeping their keyword searches and using them to benefit their overall online experience!! Really!!

When people have complained to me in the past that they hate how Google use the details in their emails to show related adverts, I can understand their concern, however my response is generally as follows; Google is a free service, if you needed to pay for it, you probably would. Google make money from the advertising, this is how they are able to offer you search results that keep getting quicker and quicker.

Why Google have thrown in the 'we care about your privacy' card now, beats me. Totally stumped and off to complete the SEOptimise poll to tick the reason why Google have made this change as: to encourage more companies to use PPC Ads.

Graham Charlton over at E-Consultancy has invited some of the E-consultancy guest bloggers and a number of search and e-commerce experts what they think of this move. Please do go and visit this page to receive a more balanced view, you will soon come to note though that several in the Search Marketing community are not happy at all, Google SSL Encryption for search queries: the experts’ view.

Author: Sarah Griffiths

How to write a news article

In an ideal web world, every website would have a “News Module”. A news module is a place where a website visitor can keep up to date with what’s new with the site owner, the website business or business progress. Having a news or blog section on your website isn’t just useful for your website visitors; search engines (especially Google) absolutely love it. Search Engines love fresh, unique content that has relevance to the overall 'reason for being' of the website.

Many people struggle with what to talk about in their News. We advise that on launch of a new website, a business work with the Flashlight Search Marketing Team to scope out at least a dozen news articles for the coming year. Another common question is how long does the news article need to be and how do I write them.

To answer the first question; the length really depends on your target market, short sharp bursts of “Title: Local Coverage “We are featured in the daily paper this week, page 4, we are talking about XYX”” will do. The best news stories will also have a call to action. “We are featured on page XYZ talking about XXX, if you want to find out more before Tuesday then please call us on...”

How you write the news article could depend on the tone of voice for your company. As you read this blog post, you will note that it is quite informal and easy to digest. We are more formal in our news and give mention to targets and objectives. Please view our Rocktime news here and see if you can spot the different style.

Fiona, Communications at Rocktime, has worked with a number of Rocktime clients on the development of their news. She has written a rough template for news creation, and would like to share it with you here, to assist you in the creation of your company news.

Template for News Creation

Follow the below to help put your news story together.

Give consideration to:

Headline
Short, sharp, eye catching, optimised, with a `flavour` of the story.

Who? What? Where? When? Why? How?

Think of the questions:

Any good news story provides answers to each of these questions.

* Who is the story about?
* What is the story about?
* Where is the story based?
* When is the story happening? Are there any other important time factors?
* Why is this interesting? Who is it interesting to?
* How are they going to make a difference?


Keep it relevant

Keep the news on topic, keep it focused for SEO benefits and don’t forget those internal and external links.
Note: I sometimes make 'external links' open in a new window, keeping the visitor on the website and 'internal links' open in the same window; the visitor can use the back button to navigate. This is a preference not a rule. If my consideration is focused on accessibility, I would not dictate opening new windows; for best practice I would leave it to the visitor to choose.


Other essential considerations

Which image will you use?

What is your call to action?


Introducing the Inverted Pyramid

If the news is for a press publication, consider ‘The Inverted Pyramid’

This refers to the style of journalism which places the most important facts at the beginning and works "down" from there. Ideally, the first paragraph should contain enough information to give the reader a good overview of the entire story. The rest of the article explains and expands on the beginning.

A good approach is to assume that the story might be cut off at any point, due to space limitations for instance. Does the story work if the editor only decides to include the first two paragraphs? If not, re-arrange it so that it does.

The same principle can apply to any type of medium.


More Tips on news creation

* It's About People

News stories are all about how people are affected. In your story, you might spend some time focusing on one or more individuals, or on how the team is doing, or how they are feeling.

* Have an Angle

Most stories can be presented using a particular angle or "slant". This is a standard technique and isn't necessarily bad; it can help make the purpose of the story clear and give it focus. Examples of angles you could use for your story:
"Team tackles difficult survey"
"Timeline of a long service award"
"Local Company Wins Global Account”

* Keep it Objective

You are completely impartial. If there is more than one side to the story, cover them all. Don't use "I" and "me" unless you are quoting someone.
Speaking of quoting...

* Quote People

For example: "We're really excited about this award," says xxxx, "It's the highest target we've ever set ourselves".

* Don't Get Flowery

Keep your sentences and paragraphs short. Don't use lots of heavily descriptive language. When you've finished, go through the entire story and try to remove any words which aren't completely necessary.

Our Call to action

We mentioned above that a 'call to action' in a news story is important, they are also important in blog posts too; even if you just give the visitor a reason to engage with you i.e. leave a comment.
This blog post's call to action is as follows:
Should you require assistance with News Creation, News SEO Optimisation, News Campaign Planning, which also gives consideration to seeding out the news, then please get in contact with Fiona at Rocktime, who will happily supply you with a Flashlight Search Marketing quote and consultancy guide.


We hope you like out quirky image, which pays homage to 'Drop the Dead Donkey'
http://www.imdb.com/title/tt0098781/



Authors: Sarah Griffiths and Fiona Anderson

Well done Domino's, £130k mobile orders in 1 day

We love this case study which was mentioned over at Mobile Marketing News earlier in the week. It mentions that Domino's Pizza's had a record month of mobile orders with 13% of their total orders coming in via mobile device, bringing in a sum of £130,000 in one day alone! What a fantastic statistic!

Domino's chief executive, Chris Moore, puts the company's sales into perspective:

"When we launched online ordering just over a decade ago, it was a huge ivestment, but one that has continued to pay off, year on year. To put this achievement in context, 12 years ago we took £100,000 in online sales a year, by 2000 we were taking £1m in a year and now we are taking £1m in a day."

Read more about the mobile application over at the Mobile Marketing website, which shares news, views and analysis of all things mobile.

This is a great testament to the value of mobile commerce and E-commerce, and shows the important of enabling customers to order and pay for their food no matter where the are.

Rocktime believes that companies who invested in mobile early will reap the rewards, but appreciate that tapping in to an unknown market has its risks. However the mobile market is growing at such a pace that today's business really needs to embrace the mobile culture or be swept aside by their competitoes, so developing a clear strategy is essesntial when considering mobile investment.

Dominos are a great example of a company who saw the market when it was in its infancy and decided to invest for the future.

If you want to discuss how mobile websites and/or mobile applications can integrate with your business, please contact the Rocktime Sales team.


Author: Martin Bradbury