Google+ survives

Social media experts thought Google+ was doomed to fail over the last few weeks but it has since seen a speedy turn around. Recent reports show Google+ participation increased after it ended the invite-only trial period. Within days of opening the social media platform to the public, active accounts increased by 30 percent. It is now the third largest social media networking site. Do you have a Google+ account?

New Features to Google+
The Circles feature on Google+ can now be easily shared by users. A ‘share’ button allows two existing circles to overlap, combine and copy contacts. Another feature is more geared towards businesses and marketing. You can now track the traffic on Google+ in real time. This offers business owners a chance to see when their ads are getting the most views on the site.

Google turns 13

Google celebrated its 13th birthday this week with a birthday cake homepage like they do each year. In 1998, Google began with a $100,000 investor check and has blossomed into the most widely used search engine on the planet. To give you a frame of reference, here are some things that were happening 13 years ago: dial-up was the only way to connect to the internet, AOL Instant Messenger had the highest volume of accounts and Microsoft Windows 98 had just hit the shelves.

The recent buzz reminds us how dependent we are on Google, and how it has become a staple in our daily lives. While the effects of Google+ remain to be seen in the long-term, what do you think we can expect from the upcoming Google+ platform for businesses?

The other thing we know from looking at trends research for several years is that if a friend tells you something you are more likely to believe it, try it, do it, no matter what the product is or what category you’re in.  Social media is one of the best ways to find out from your friends what they think of a service or product.  With so much information flying around these days, consumers seem highly skeptical of what they read.  This explains why they look for confirmation from a trusted friend to more quickly make decisions about what restaurant to try, what smartphone to buy or what movie to see.  Social media has become the equivalent of sitting around the coffee shop or the kitchen table; it facilitates the exchange of stories and ideas.

So what does all of this mean for brands? If you can offer a good experience to a client or a customer, you are more likely to get a favorable review or testimonial.  A positive review from a third-party is far more valuable than any number of ads you could buy.

So:

• stick with delivering a good service or product
• use social media to get the word out and allow others to get the word out
• keep your information informal
• stay away from the technology of your product, a very small percentage of your consumers or audience actually care

And, because we believe that endorsements of our services are important, click here to see what some of TVG’s clients say about what it’s like to work with us.

It has become common practice for most companies to tell the consumer that they are taking our information and sharing it for purposes of e-mail marketing or handling of a customer account. But they are not really being transparent about where the email addresses are going. Very few companies handle email relationships in-house. This means consumer email addresses are going to firms like Epsilon, who are capable of tracking e-mail response rates, mapping them to in-store purchase decisions and demographic information, and analyzing the data with a host of other marketing tools.

This is all well and good for marketers, but for consumers this means your information is not housed safely within the walls of your favorite company. Some consumers might be outraged by this, but in the end we are the ones who handed over our information in the first place. And so, fair or not, our personal online privacy must ultimately be our individual responsibility.

What it comes down to is using common sense. Don’t provide sensitive information over email and don’t respond to emails from senders you don’t know. This will prevent a flood of spam to your inbox and protect your email account from being mined for other sensitive data. Just make sure you use an extra dose of caution and even an extra secure password to protect your information. Not sure about an email? Check that the recipient URL is it consistent with the URL usually used when you get information from that company.  Worried about a scam?  Search for the email topic or sender address on snopes.com.

For more information on this story, click here.

The Community Connections Program is designed to promote public diplomacy through exchanges of cultural ideas and values and create a positive exchange of ideas and business approaches between professionals in Russia and the U.S. The discussion centered on PR agencies and how they are run in the U.S., specifically how they work with non-profit clients to develop campaigns. There were 12 delegates from the Russian city of Novosibirsk in attendance, along with a translator to help facilitate the conversation.

Here are a few photos from the visit. For information about TVG’s non-profit work, click here.

TVG staff members and the Russian delegates

A few of the delegates

Donna discussing PR with the delegates in TVG's conference room

A gift from the delegates' hometown of Novosibirsk

The article, “Midwest vs. coastal PR firms: 6 things to consider”, brings up some good points about the benefits of choosing a smaller agency.  Typically, agencies from the coasts charge significantly more for their services, and while there is a perception that you get what you pay for, smaller agencies offer clients the same level of service for much less money and more personal service.

There is also the issue of priority when it comes to agencies’ various accounts. In bad years, large agencies from the coasts are forced to go after smaller clients to stay afloat. However, this means that when things turn around, those smaller accounts take the back seat to more prestigious ones. With a smaller agency (and I speak from experience) every client is a top priority.

Sometimes a situation calls for one of the big guys. But what it comes down to is that working with a smaller agency closer to home means your account will be run by people who understand your market and your business better. Plus, we’ll have easier access to clients, typically just a short drive or plane flight from the Midwest.  And in these economic times, it makes sense to get the same level of work done for fewer dollars (while contributing to the local economy, I might add). So next time you’re thinking of hiring a PR agency, look close to home first. You might be pleasantly surprised with what you find.

Short of the Superbowl, no other season has more advertisements than around the Christmas holidays. Now that the holiday has wrapped up, we’ve compiled what we think are some of the best ads; the campaigns that made you buy that must-have item, or made you look up the ad again on YouTube and send it to all of your friends.

1. Target

It seems there has been a subtle shift in the way consumers buy. They aren’t strictly motivated by the best deal or the lowest price, but also the “quirky” or eccentric – at least that’s what took place at Target. Ads must have a “stickiness” to them that keeps the product or company in the consumer’s mind, hopefully turning into a sale. Target seems to have done just that with their 2-Day Sale promo. The ad used humor, low prices, and a dose of the good ol’ holiday spirit. It certainly differentiates itself from competitors and has that certain “thing” that made it ring true with consumers.

2. Allstate

Allstate has shied away lately from the serious tones in its advertisements, and moved towards a twisted sort of humor with its Mayhem series. Although these ads have been running for quite a while now, their Holiday Mayhem ad brought in fresh content to the tune of the “12 Days of Mayhem.”  Allstate has relied on the idea that everyday accidents happen, and for those everyday accidents, Allstate is there.

3. Coca-Cola

Coca-Cola does good ads, and this year’s holiday ad is no exception. Bringing together the popular ideals that make up the Christmas season (togetherness, generosity, love…Santa Claus), Coke’s Snow Globes took these holiday topics and made them possible through the magic of their cola. The ad struck a chord with viewers with its traditional holiday theme, a modern Christmas song (artist: Train) and a happy Christmas ending.

If you have a different idea, or want to add to the list, let us know! Come back later as we’ll be posting our favorite worst ads of the holly jolly season.

In twenty-first century marketing, there is a new rulebook. Rule Number One: Your best marketers are always your satisfied customers. In conversations with friends, family, peers, people they interact with online, and even those who follow them on Twitter, Facebook, Linked In, and the myriad of other social media sites, your customers are talking about your projects.  Your potential customers are searching for advice on branding, marketing, public relations and social media. TVG became a charter member of the Word of Mouth Marketing Association (WOMMA) because we wanted to be sure we were adhering to the ethical use of the tools available to us, and because TVG has been using social media for about eight years.

WOMMA members use social media as a tool to get the conversation started, to form and engage communities, and to drive awareness and sales.  What better way than through the positive experiences of your customers?

Which brings me to Rule Number Two: The dark side. If done improperly, word-of-mouth can be counterproductive, even disastrous. In the latter case, this usually happens because the marketing or digital firm tried something unethical or deceptive.

Ethics–always important, no matter what you are doing.

If you are unsure about what’s ok in social media, WOMMA is devising guidelines for marketing practices, and is surveying the field for help in developing the answers.

The Member Ethics Advisory Panel (MEAP) of WOMMA, is currently looking for comments on two questions as part of their Annual Ethics Code Review:

1. Contests – how and when should disclosure occur in social media contests? For example, does a “material connection” exist between a brand and a blogger who enters a contest and writes about his or her contest entry?
2. Data scraping – The practice of using technology to “scrape” employee data, social media profile information, and in some cases discussions within private social networks, exists. Issues of privacy and respect for rules of venue may be raised by this practice. What do you think?

You can post your responses to: www.womma.org/ethicsreview/2010/11/01/members-ethics-advisory-panel-meap-posts-ethical-questions-for-response.

We in the industry need to demonstrate that ethics in our practice is something we take very seriously.  We realize our reputations, and the reputations of our clients, require ethical, open communication.

If you miss this lesson, you will experience Rule Number Three: clients and competitors will take advantage of the fact that you didn’t follow Rule Number Two.

1. Forbes Sponsored Blog Model

Forbes is coming under criticism for its paid Forbes AdVoice blog, as debate wagers over whether consumers can tell the difference between paid blog posts and staff blog posts. Forbes argues that there are clear signs that the paid blog is separate from its editorials, but critics say they are walking a fine line. TVG offers help and training to make sure your social media efforts stay within the accepted guidelines. Visit our website for more details.

2. Conan and Cable

Conan O’Brien’s new talk show debuted on TBS this week, and the TV ratings show he is being well-received despite his move to cable. Some critics are quick to point out he needs to stop poking fun at basic cable, saying it may not be the best marketing move to belittle the medium he’s a part of. What are your thoughts on the new show?

3. Facebook Firing

Facebook posts are protected under the First Amendment, according to the National Labor Relations Board. The topic recently has come under pressure in light of an employee termination based on a Facebook posting, in which a woman criticized her supervisor. Lafe Solomon of the NLRB says that it doesn’t matter “whether it takes place on Facebook or at the water cooler … they have the right to do that.” What is your take on this free speech case?

4. GM’s Mr. Goodwrench

Mr. Goodwrench has long been the image for General Motor’s customer service department, but GM has announced they will faze him out. In an effort to “raise the bar on the ownership experience,” individual brands will have their own service department (i.e. – Cadillac Certified Service). Will the retirement of a long-standing brand image pay off for the company?

5. Veterans Day

This week we honored all service men and women, past and present, for their bravery and sacrifice for our country. Several articles reminded us that there are a variety of programs available to help veterans when they have needs. TVG’s client, the Illinois Warrior Assistance Program, is one of those programs. Visit their website for more information.

Last month companies dropped millions of dollars on Super Bowl ads with fingers crossed their creation would be one buzzed about positively on Twitter, Facebook and Monday’s blogger news. The money spent on Super Bowl Sunday, however, is a unique splurge for the industry.

Due to the economy, agencies have been forced to break the traditional models set before them. In the traditional model, companies had large marketing budgets that allowed them to focus on design and cross their fingers for success and alignment with business objectives. This sometimes led to highly creative and winning campaigns, but often resulted in failed campaigns that left companies needing to start from scratch and develop a brand new campaign. This wasn’t a problem then, because marketing and advertising budgets were so large they could support failed campaigns and they had the money to spend on second or even third attempts.

It was inevitable that this frivolous approach to spending would collapse. With the current economic climate and the shift from traditional to new media, this collapse of traditional ways of doing things will continue.

In its place, we have seen a more strategic approach to advertising and marketing that has the potential to generate a much greater impact with audiences. The new face of advertising must lead with a strong business strategy, one that aligns with business objectives, long-term goals and a solid market position. Then, design teams need to execute winning creative content.

As more and more companies choose to move away from traditional media campaigns and cross over into new media campaigns, we will see (and are seeing) a major shift in how advertisers reach audiences, whether it’s through word-of-mouth, Facebook, Twitter or other social networking sites. The future of advertising is here… are you ready?

The FTC’s guidelines have made it increasingly important for companies to be more careful about the bloggers they partner with, check the blogger’s background and insist on disclosure. If a blogger you’re considering partnering with has not thoroughly disclosed relationships in the past, you may need to think twice about partnering with them.

Your organization may also consider utilizing more public relations initiatives that simply present stories you think the blogger will find interesting and relevant in hopes that the blogger will write about them. If bloggers write about your company, product or service without compensation or free products, the post does not require as extensive of a disclosure.

Online conversations are effective at generating word of mouth, so it can only be expected that companies will continue to build blogger relationships. However, your company must be careful to create a culture of compliance and work with bloggers who recognize the need to follow the FTC’s Guides.