Google Shopping is Going Commercial

Google Product Search in the U.S. is becoming a purely commercial model built on Product Listing Ads. This new product discovery experience is called Google Shopping and the transition will be complete in October of 2012.

Google purportedly believes that having a commercial relationship with merchants will encourage them to keep their product information fresh and up to date. Higher quality data is expected to mean better shopping results for users.  In turn, this should create higher quality traffic for merchants.

So, Google Shopping (AKA Google Product Search) will no longer be free after the 1st of October.

Consider Optimization of the Google Feed

However, an important consideration will be that the Google Feed  is optimized, which is the source for Google Shopping.

In the past, Merchants would load their entire product list into the Google Feed. Now that the service is no longer free, the merchant needs to show discretion when choosing the products that are in the Google Feed. These products in the feed should be expected have a profitable return on investment compared to the advertising costs, also referred to as ROI – or in Adwords-speak, an effective Cost per Acquisition (CPA).

The Google Feed should also be filled with effective keywords. The fields considered by Google during the match to the user’s search term should not be just filled with keywords about the product. These fields need to be filled with keywords that would be used in a search by the potential buyer. Do not believe that these are the same thing. When developing an Adword Campaign, keywords are chosen to match the search term being entered by the user. This is now the consideration for the Google Product Feed.

With a Product Listing Ad, there are no keywords, as there are in a typical Google Ad. So the Keywords that will be used to match the search term are from the Google Product Feed fields, like the Product_Type attribute. Be sure to be selective in the products you are using in the Google Product Feed and the keywords you are using in the Product Feed fields.

To learn more and get started merchants can visit: www.google.com/ads/shopping

Companies are quickly becoming aware of the risks and opportunities that the growth of Social Media is creating for their organizations.

Internal Benefits

The benefits are both external and internal. Some of the positive results of a Social Media policy internally are that the existence of the policy raises awareness for all levels of management within the organization. Executives and managers of the company are compelled to address these issues in personal employee meetings and departmental meetings with a heightened level of importance.

The employee, also, becomes aware of the magnitude of the issue. Without a Social Media policy, employees may have a nonchalant and reckless attitude regarding their actions on Social Media pertaining to their employer.

The Parts of the Policy

The Social Media policy should describe, in clear language, the expectations of the employer and the limits the employer will  tolerate of the employee.

In addition, a general statement should be made in the policy, without being definitive, of actions that may be taken by the employer if these expectations are not met or the defined limits are exceeded. The purpose here would make the point that the policy is not a suggestion, but, may have related consequences. This part of the policy, especially, needs review and the assistance from legal consul.

A Social Media policy should address:

• Compliance issues of the industry that the employer participates, if applicable
• The activities encouraged by the employer in Social Media regarding interactions and engagement in the name of the company
• The acceptable Social Channels and methods used for the activities that are encouraged of the employee by the employer for the benefit of the employer
• The limits acceptable in personal use of Social Media where the employee references the employer or its activities.

Consequently, a Social Media policy is not able to be developed by any single department within the company. The Compliance Officer, executive management, and other parts of the organization must all be involved and expected to approve the final document.

Share your experiences with us, or the results of any formalized evaluations you have performed.

The Perspective of the Subject Line: From what perspective should you come from in the subject line? The choices could be something like product type, or statement of a problem, or a topic.

I have found that stating a solution, or approach to a problem, is the most effective. A check you can make that you are doing this properly is if you can put “How to” as the two first words of the subject line. But, I do not recommend putting “How to” in the subject line because that is using up valuable real estate. I will cover this a little more later.

To Capitalize or Not: Write a sentence. Don’t make a title. The speed reader scanning his in-box is looking for engagement, not an advertisement.

Optimum Length: I have no magical number to limit the length of a subject line. But, you do need to get your message across within about 40-some characters. This is about the average number of characters that show up in the in-box view.

Front Load the Message: You need to front load your message in the subject line, since you have a limited number of characters showing in the in-box view. That is why I said earlier that using the words “How to” use up valuable real estate. These words should be implied, not explicit.

Make the Message Timely: Email Blasts, unlike Blog Posts, are here today and gone tomorrow. So the message has got to be timely. That means making the subject relevant to what’s in the news, what’s on the mind of the readers, etc.

Other Techniques: There are other techniques. One is stating a number, like “3 best ways to…”. Another is to put the first name of the recipient of the email in the subject line, like “Mike, Fix your roof in 3 easy steps”. These are also good ideas and I do employ them occasionally. But, their effectiveness seems to have waned over the years. The reader is an evolving animal that adapts through experiences.

However, the reader is a human that craves to find solutions to problems through engagement. I believe, and I am not an expert on this, that these human elements will never change.

So, make an engaging and timely sentence that addresses a problem or need. Get your message across succinctly. Before you write the subject line, think like the person that you want to engage.

The Google Forwarding Number is an effective tool for Online Marketing. But, we need to refer back to Traditional Marketing practices when considering this feature, or any Online Marketing capability.

Call Extensions in Google Adwords provide two alternatives. The Online Advertiser can choose to use the actual number of the business to display in the ad; or choose to display a Google Forwarding Number.

Using the actual business number in the ad has limitations regarding, among other things, device reach. The actual business number will only display in the ad if the user is on a high-end mobile device. These are mobile phones that have access to Google.com search, Voice search, Google Mobile App, or Google Maps.

However, the online advertiser can choose the Google Forwarding Number. This option has several advantages, including the ability to display on desktops, tablets, and mobile devices. In addition, there are other advantages such as bid-per-call and advanced reporting statistics.

But, should an online advertiser always use the Google Forwarding Number?

This is a question that only the Business Owner can answer, because the question involves Branding. The phone number used by the customer is at the core of this feature, and a phone number for a company could be as important to the Brand as the Company Logo.

When the user clicks on the number from the online ad to contact the company, the user may also store this number in Contacts List. As a consumer, we like to do business with companies that we have learned to trust. (I often tell the story of when a plumber came into my house and did a great job. I was so impressed, I asked him about a problem I was having with my roof. At first he looked at me funny, then he recommended someone who he knew did roof repair. We want to consult with people we have learned to trust.)

If the user that clicked on the ad stores the Google Forwarding Number in Contacts List, that number may change over time. Google may discontinue or reassign a Custom Phone number (unique Google forwarding number that is dynamically generated for each ad group). So, in the future, the customer may no longer have the correct phone number for the business in Contacts List. This can be a loss of Branding for the company that may be critical to the Business Owner.

When considering implementation of Google Adwords Call Extension, or any Online Marketing capability, discuss the alternatives with the business owner to ensure that the Online Marketing approach is aligned with the Branding goals and practices of the business. The Online Marketing feature that you choose to implement should always be evaluated within the context of the company’s Traditional Marketing goals.

I believe that Dave Evans, in his book called Social Media Marketing An Hour A Day, does a great job in making the answer to this question understandable.

Mr. Evans uses the classic purchase funnel as a foundation to the new Social Media Feedback Cycle. This new Feedback Cycle is why business owners cannot ignore Social Media.

The classic purchase funnel is traditionally made up of three stages according to Mr. Evans;

1. Awareness
2. Consideration
3. Purchase

Mr. Evans and his colleagues, Dave Ellett and Jeff Petry, extended this traditional purchase funnel in 2004, according to Mr Evans book, to include the impact of post-purchase events. The post-purchase events completes what is called the Social Media Feedback Cycle. These activities are taken by the individual after a purchase;

1. Use
2. Form an Opinion
3. Talk

If a business is not participating in both parts of the Social Media Feedback cycle, business opportunities are being missed. So, let’s investigate further…

Word of mouth in the user-generated part of the Social Feedback Cycle feeds directly back into the Consideration Phase of the traditional Purchase Cycle. This is where the business must participate in the Social Media Feedback Cycle. If the business is not, then the business’ competition is – and that is a missed opportunity.

I do not believe there is anything revolutionary in the process described in the Social Media Feedback Cycle, although, I do appreciate the easily understood presentation from Mr. Evans. I believe that this cycle has been going on since the beginning of the spoken word. I also believe, however, that the speed and critical mass of this process is incredible today due to the Social Networks, mobile technologies, and our cultural changes that have accelerated its use.

OLinks Corporation sees the Social Media efforts to include participation in not just the popular networks such as Facebook, Twitter, etc. We see the business needing to also understand that the Online Economy must be addressed through Online Advertising and periodical Email communications.

To participate in this new online economy and its related online marketplace takes a marketing strategy of modern techniques based upon historic marketing fundamentals. To learn more about the methodology of OLinks Corporation visit our Services Section.

You want people to find you from the Social Network they prefer. As a result, you are then able to communicate with your customers, employees, partners, and suppliers on all popular social networks.

Just this year, we have seen Social Media play a critical role in our political processes throughout the world. Many attribute the Political advances we have seen in the Middle East to the vast reach and easy access of Social Media.

However, other global uses of Social Networks are being explored. One is Supply Chain Communications. The resilience of Social Networks coupled with their low cost is making Social Communications a serious consideration for Global Supply Chain Management.

We have also seen an increase in Social Media technologies in disaster response. Grass roots efforts brought the value of Social Networks to the attention of world governments. These governments are now, slowly but surely, implementing Social Media at all levels of the Emergency Management process model.

To further the advancement of Social Media, security and reliability need to be addressed. This will require standards adopted at the global level. These standards will allow integration across disparate platforms and across second and third generation communication technologies. With integration will come low cost global communications to even the most remote parts of the world.

Let’s start talking. That will be necessary first, before any integrated communications can ever occur.

Although, the tools of Social Media appear to be free to use at anytime, business owners understand anything that will take the time of their employees is not free. As businesses continue to evaluate Social Media, they want to know its impact on the company’s bottom line.

One area that is often overlooked is the Sales Cycle, or what some like to refer to as the time the prospect remains in the Sales Funnel. One of the most costly parts of doing business is the time and effort spent during the sales cycle. If that time can be reduced, internal processes become more efficient and non-productive costs are reduced.

Social Media can greatly assist in this area. One primary way this is accomplished is by allowing Social Media to develop a relationship with the prospect before the first contact is made with a sales person.

During the first contact between a sales person and a prospect, the primary objective of the sales person is to establish a relationship. Since, friendship cannot occur within such a short period of time, the goal is to have that relationship be on the basis the company is a Trusted Advisor.

A Social Media program, when done properly and professionally, establishes the business as a trusted advisor to the prospect before that first contact occurs between the sales person and the prospect. A sales person is then free to use his fundamental skill set, and that is to progress the prospect from that point in the sales funnel to the purchase process.

The value is more than just reducing costs for the business during the sales cycle. The prospect gains great value, too, because he is able to begin the first conversation with meaningful questions. And when the prospect gains value, then long-term relationships will ensue.

Through these times, we may be comforted to remember that we are on a path to perfection. That path is a rocky one because often the old has to be broken down before the new can be built up.

Regarding the political unrest I mentioned, Social Media may be playing a part in accelerating and enabling the human desire for liberty. Human Nature is erupting on her own. But in both cases, Social Media can have a significant role to play in the processes  of Emergency Management. (Mitigation, Preparedness, Response, Recovery)

Gerald Baron writes on “Why Incident Commanders need to pay attention to this “social media thing”. He states that “Conversations don’t occur through the media. But they do through interactive web site, social media channels, email and text interchanges, phone and direct meetings.” The people getting us critical information need to accept this as the current reality.

Unfortunately, and all too often, traditional media methods are still being relied upon by individuals in key roles. This is the case in business and personal safety. Social Media needs to be folded into the processes.

Tools for communities to crowdsource real-time information using SMS, email, Twitter and the web are being developed and reaching maturity. An Open Source example is Swift River based on the Ushahidi Platform. Mr. Baron mentions Swift River in his article. I was not familiar with Swift River before this and have no personal experience with it at this time.

According to their information;

“In practice, SwiftRiver enables the filtering and verification of real-time data from channels such as Twitter, SMS, Email and RSS feeds… This free tool is especially useful for organizations who need to sort their data by authority and accuracy, as opposed to popularity. These organizations include the media, emergency response groups, election monitors and more. This might include journalists and other media institutions, emergency response groups, election monitors and more.”

I would like to pursue its benefits to business, which would seem to be possible, but not stressed in their information.

This is an exciting time because we are developing the ability to access the power and knowledge of the crowd. The quicker we master this ability, the more we will be able to accelerate our way to perfection and survive the events in between.

Leah reports that 25% of small business owners said they plan to spend more on social networking in 2010, according to the Ad-ology Small Business Marketing Forecast.

In light of this trend, Leah addresses some myths. The first Myth that Leah sites addresses the point that some businesses feel that they should not be using Social Media because their customers are not on it. In addition to Leah’s points, we would say that market segmention needs to be considered here. All customers or ‘recommenders’ are someplace. An example would be an assisted living nursing home. Although a small percentage of those customers are online and browsing the Web, not all are not. And the people assisting those customers, such as their adult children, are definetly on the Web looking for guidance in some of the most important decisions that they can be making – the decision of the proper assisted living center for the loved one.

Further Market segmentation analysis also points out that not all customers are on all Social Networks. LinkedIn, in our experience, is excellent for B2B. Whereas, Facebook is great for B2C. This might be a simplification, but an example of why a business needs to develop a plan for their Social Media program.

Leah goes on to discuss the need to promote. This is so very true. A business that has compiled a good email list of prospects and customers will always have a faster start in their Social Media program. In addition to email blasts and newsletters, Promotion requires the need to register in online directories, like Technorati, and share with bookmark sites like Delicious and Digg. Promote is on of the major aspects of Social Media. As Leah points out, promote involves participating in all of the major Social Networks.

We feel that after a Social Media plan is developed, the execution involves five steps; Setup, Post, Promote, Participate, Measure. And we suggest that after the Setup, the remaining steps need to be done often.

So, Leah makes excellent points. We would also expound on the fact that Business Resilience is a great result of Social Media, as we have expressed in previous posts on our Web site. Resilience is maintained by Social Media being used to respond to pressures from competition, bad rumors, and other business issues, as again Leah sites in her article.  But resilience is also at risk in the face of a natural or man-made disaster. Social Media’s multi-channel model can be invaluable in these cases.

Let us know if you would like to speak more about the how Social Media would benefit your business growth and resilience. We would love to go into some more detail pertinent to your needs. We love talking about this.

Filed under: Business, Social Media Tagged: Business Resilience, Disaster Response, Social Media Methods, Social Media Myths, Social Media Plan, Social Media Steps, Social Media Trends ]]> http://olinkscorp.com/2011/03/07/social-media-trends-and-myths/feed/ 0 olinkscorp