Google recently announced that their real time search will now include Facebook status updates.  Google’s real time search, launched in December 2009, shows up-to-the-second search results including tweets on Twitter, relevant blog posts and activity on other social media platforms.  Facebook, though announced as one of the Google’s real time search partners in December, was still confined to their fenced cage until now.  Allowing the caged beast out to roam the world has leveled the playing field slightly between Twitter and Facebook.  I use the word slightly, as Google’s real time search is limiting indexing to Facebook fan page status updates only. 

What are the implications?

• Facebook Fan Pages become more relevant as a marketing platform due to the increased visibility in real time search – larger audience to influence
• Search Engine Optimization of status updates is a must – the keyphrase has to be considered when writing Facebook posts to stay in the race for the top real time search results

• Most importantly, brands that haven’t entered into the realms of social media, or are just dabbling with a Facebook group or profile, need to jump on the bandwagon and create a Facebook fan page to stay in the race for search real estate

The sheer size of Facebook alone means that in a very short period of time, real time search results will probably be dominated by Facebook fan page status updates – so if your brand does not have a fan page, now is the time to start one.

Lindsay Stough is an Online Marketing Coordinator at FluencyMedia.com specializing in Social Media with a particular passion for Facebook.  During her time at Fluency, Lindsay has assisted strategic clients with their social media efforts resulting in award recognition.  She was born and raised in Scotland and has now been Stateside for over 8 years.  Lindsay brings a unique international flare to our marketing team.

When embarking on a social media marketing campaign, one of the factors that you need to consider is your company’s online persona.  Businesses, like people, have a particular persona that represents their brand in the real world.  In social media, your online persona is extremely important due to the conversational nature of the platforms and should be considered very carefully.  After all, this is how you are going to communicate, more intimately than ever before, with your target audience.

Online personas can be broken down into three extreme categories – The Divas, The Experts and The Observers.

The Divas – Divas want to be heard regardless of the message – it’s quantity, not quality, that they seek.  Their aim is to saturate your Twitter stream or your Facebook newsfeed to the point of annoyance.  Divas will more than likely participate in every online platform available to man, so they can spread their message as far and wide as possible. 

The Experts– This persona speaks only occasionally, but when they do, everyone stops to listen.  They are held in high esteem by their peers and are more than happy to answer any questions posed to them and give advice.

The Observers – This is the online persona that simply watches.  They will follow you on Twitter, but never tweet and become a fan of your page on Facebook, but never comment.  They are the voyeurs of social media.

Now I can imagine you are scratching your head right now thinking “I understand the Divas and the Experts, but why include the Observers – surely this would not be a suitable persona for any company’s social media marketing efforts?”  This is where you are wrong.  All companies, regardless of their brand offering, need to be Observers to keep an eye on the competition.  Competitive analysis is an essential part of any marketing campaign.

Deciding on your online persona will take time, patience and experimentation within your chosen social media platform(s).  A good place to start is somewhere in the middle between Diva and Expert.

You should:

• Know clearly your message – don’t deviate too far off topic
• Become an expert in your field
• Be available and interact with your audience regularly– make it a two way conversation
• Listen to your audience
• Message at frequent intervals – never go silent for extended periods of time

Always remember to keep your message and interaction with your audience well focused and at a reasonable frequency (your fans and followers will let you know when you have gone too far), so you don’t become a total Diva.  The problem with being a total Diva is, very quickly, your audience realizes you don’t have anything interesting or constructive to say and will stop following or unfan you.  Over time you will find the right balance between Diva and Expert that strikes the correct tone for your brand and your audience engagement – one that helps increase followers, fans, and engagement.

And don’t forget, always make time to be an Observer – Observe you later…

Lindsay Stough is an Online Marketing Coordinator at FluencyMedia.com specializing in Social Media with a particular passion for Facebook.  During her time at Fluency, Lindsay has assisted strategic clients with their social media efforts resulting in award recognition.  She was born and raised in Scotland and has now been Stateside for over 8 years.  Lindsay brings a unique international flare to our marketing team.

In case you haven’t opened your Gmail account in the past week, on February 9th, Google released its brand new social platform, Google Buzz.  Buzz is Google’s approach to sharing relevant information that matters most to you and your contacts.  So what’s all the buzz about?  Google is the search leader and they do it extremely well.  Twitter and Facebook are the social media leaders and serve their platforms very well.  Can Google do search and social media?  Can they succeed or will Buzz turn into another Google Wave?  These latest developments are still evolving but long-term SEO prevails in the organic search engine results pages (SERPs).

Tiger Woods Press Conference

Google introduces real-time search
In early December 2009, Google announced real-time search in the SERPs.  Real-time search allows you to see up to the second updates about whatever you might be searching for.  As an example, on Friday morning I started searching for Tiger Woods an hour before his big 11 AM (est) press conference.  Google’s real-time search was buzzing with countless reports from Twitter and news feeds about the highly anticipated conference.  Everyone was speculating what he might say and do, and this was all before Tiger even stepped in front of the microphone.  Real-time search is a great way for users to stay informed on the latest developments about their searches.

Google Buzz vs Twitter in real-time search
Since Twitter is the main feed for Google’s real-time search, it would only make sense that Google will begin to feed the real-time search results with Buzz content.  But if  Buzz would have been released several months ago, would we have seen a mix of Twitter/Buzz posts about Tiger on Friday?  What about only Buzz posts and no Twitter Posts?  Is Google just using Twitter to promote real-time search and then Google will change their search algorithm to discount Twitter content from the search results and only credit Buzz content?  Let’s look at the numbers.  Twitter has roughly 75 million participants where as Google has about 175 million Gmail users who were automatically signed up for Buzz.  So with an estimated 100 million more users providing content (assuming people begin using Buzz and don’t opt out), Google’s algorithm could show Twitter the door when it comes to real-time search results.

Role of SEO amid Google’s enhancements
As an SEO expert at Fluency Media, I look to stay on top of the latest search engine algorithm changes for our clients, and these recent developments by Google intrigue me.  I think incorporating Google Buzz into real-time search benefits the user searching as the results are the most up-to-date information.  It could be argued that making user relevant real-time searches with Buzz more static at the top of the SERPs might be Google’s next big search engine algorithm change.  Keep in mind that Google’s algorithm for Buzz is centered around relevancy to the user.  However, the content currently in real-time search lacks the long-term SEO value to maintain at the top of the SERPs.  As Google evolves, what direction do you think they are headed in with these developments?

Pure Michigan has received a lot of credit for its marketing program lately.

It looks like michigan.org will seal another year as the nation’s #1 Visited State Tourism Website.

And, within just 90 days of launch, michigan.org was rated the #1 Social Media Program (Gammet Interactive) for its aggressive push into social networking – boasting 20,000+ fans on their Facebook Fan Page, along with vibrant Twitter, and blog presences.

But it really shouldn’t be this way…

What about Hawaii, New York, Florida, and California; big states with “Nation-Sized” budgets and economies?  Tourism meccas blessed with the best climates on earth and larger than life attractions (Statue of Liberty, Disney World, Golden Gate Bridge)?

The answer is simpler than you think.

Michigan found a way to use the online channel to make its brand assets work smarter and harder. Let’s take a look at some of the key foundations for Pure Michigan’s dominance:

• Full Participation for Every Marcom Stakeholder

Online marketing has as full seat at the table. Often, the lure of traditional media overshadows the blocking-and-tackling judo employed by digital specialists.  In Michigan’s case, digital was given the resources and attention it needed to deliver results.

• Integration

Early on, the Travel Michigan team tied its objectives to the seamless integration of its web initiatives.  Our team at Fluency Media delivered digital programs that collapsed silos and combined the strengths of multiple platforms.

Quickly, we saw email marketing (still a killer app) spark rapid growth in all social media channels.  Integrating pay-per-click and SEO led to Michigan achieving top rankings on terms long dominated by private travel aggregators.

Across the board, integration proved its mettle by knitting together a formidable blend of tactics.

• Rigorous Tracking and Testing

From the beginning, Michigan used analytics to guide decision-making and strategy.  Every meeting was led by reporting of quantitative results.

Over time, Michigan was able to parlay small improvements into dramatic increases in visitors, subscriber sign-ups, and social media participation.

Like all successful marketing strategies, getting started is the most difficult step.  However, Pure Michigan’s case study offers some fascinating insights into outwitting and outplaying larger rivals.

But if you don’t have the time or resources to build a “Giant Killing” marketing program from scratch, your best move is to work with an experienced partner that has already built the best practices to succeed.

You’ve spent months building the website for your new online business, and now you’re ready to do some internet marketing.  You’ve heard about pay-per-click (PPC) and search engine optimization (SEO), and you know that both will help you show up on Google and other search engines.  But which one do you do first?

At Fluency Media, we recommend starting with PPC.  While it may seem counter-intuitive to begin the search marketing process by driving paid traffic instead of “free” organic traffic, it’s actually the best route in the long run.

SEO is a long-term investment that often will ultimately generate the majority of your website’s traffic.  However, it’s difficult for a brand-new site to rank well in the search engines.  Search engine spiders look for things like site age, inbound links, and other factors – all of which put a new site at a disadvantage.

Never fear, though, because this is where PPC comes in!  Unlike SEO, PPC campaigns can be launched quickly.  With a little advanced planning, a well-crafted PPC campaign can serve as the basis for future SEO efforts.  I wrote about the process in depth over at Search Engine Watch.  Even a small PPC campaign will yield invaluable data that you can use to jump-start your SEO.

Like I said, SEO is a long-term investment.  And once a site or page is optimized, it’s hard to “re-optimize” for totally different keywords.  Therefore, it’s essential to make sure you’re optimizing your website for the most leveraged keyphrases at the outset, instead of wasting valuable resources on the wrong words.

Communication between your PPC manager and your SEO specialist is critical at this point.  Our specialists have regular meetings and impromptu conversations when working with new sites.  This collaboration is important, as it helps to share finding such as:

• PPC keywords with the best cost per conversion
• Ad copy that converts the best
• Keywords that convert, but have a low Quality Score
• Keywords that are relevant, but don’t convert

By making the investment in PPC first, we’ve been able to help our clients jump-start the SEO process and achieve high rankings and organic traffic much more quickly than if we focused on one without the other.

What does email marketing cost? A penny per email? Half a penny? And what does that really get you? If you send out a ‘blast’, you can always expect some response (and perhaps even an outstanding ROI). However, email is not a typical media buy with an easy to predict, CPM cause-and-effect. The right investment can take your email program beyond a crude blast tactic and into a meaningful, ongoing customer interaction.

When evaluating your current email marketing spend and ROI, consider the following:

1. Are you maximizing every available lever? Optimizing an email program takes time and testing. Smart improvements in combination can lead to incredible gains in engagement and conversion rates.
2. Are you listening and learning? Email can act as a huge, ongoing customer survey. Incorporate direct survey mechanisms, and offer a customer profile page with the option to send direct comments regarding your email program. 

Even more informative is the data gathered by user activity: look for common themes in click-through activities, on-site conversions, or subject lines that drive opens. This is how your customers tell you what they really want. Cross-reference these trends with other factors, such as frequency, mailing time of day, and day of week. These nuggets of insight will inform your future messaging and strategy, and can drive your program in new and profitable directions that you did not anticipate.
3. Are you making your other channels stronger? A good email program will incorporate cross-analysis with other channels. Simple example: if you are seeing a strong click-through on a particular product in your emails, be sure to test bidding on related pay-per-click terms, and consider optimizing your site for those natural search terms. 

This can also be applied to offline marketing. For instance, successful call-to-action language from an email (Schedule a Meeting Today, etc) can inform which phrases you use in print materials.

In our experience, incorporating these practices can lead to conversion gains of 1,000% or more. So now, what is that worth? As your email marketing program is grown and optimized, it will transcend its commodity status and become one of the strongest weapons at your disposal.

Facebook is making waves again in our industry by rolling out yet another set of privacy changes.  The most interesting part of this isn’t the changes themselves, but founder Mark Zuckerberg’s explanation of them.  Zuckerberg claims clairvoyance and a sense of generosity fueled the decision to change Facebook users’ privacy settings, making all of their data public by default, and forcing users to opt out.

In an interview with Michael Arrington, Zuckerberg claims that the world is moving away from the expectation and desire for privacy and Facebook is simply giving users what they will soon want.  What is this claim based on?  Zuckerberg cites the rise in popularity of blogging as evidence that more people are comfortable sharing information online.

Ok, Zuckerberg has a point.  People ARE more comfortable sharing information online than they were just a few years ago.  However, I think this comfort is based on the expectation that THEY get to choose when, how, and with whom they share this information. 

But when it comes to the notion that ALL (or even a majority) of Facebook’s users no longer expect that they can control who sees their profile information and pictures, I’m just not buying it.  Zuckerberg claims innocence – that it is the world that is changing, and Facebook is just responding.  He fails to acknowledge the influence that Facebook has in shaping the public’s impressions and expectations of their online experience.  With 350+ million users who spend an average of 55 minutes per day on the site, denying their influence doesn’t come off as humble and charming – it comes off as purposely misleading.

Facebook has very little to lose, and a whole lot to gain by opening up their “walled garden” of information.  The information users share on Facebook is a virtual goldmine for marketers – positioning Facebook perfectly for their inevitable IPO. 

As digital marketers, we know not to post anything online that we don’t want the world to see.  However, the vast majority of people are not digital marketers, and do not understand the intricacies of privacy settings.  They assume that on a site where you have to approve friend requests, they can control who they are sharing their information with.  It’s a fair assumption – one that Facebook perpetuates by sticking to the same basic site functionality it has always had. 

So what do you think?  Are Mark Zuckerberg and Facebook the charitable psychics they claim to be?  Are they just giving the world what they know we’ll want soon?  Or are they using their influence to force us to change our expectations about control and privacy online to benefit themselves?

We’re tooting our own horn here.  It’s not often that you can catch Marketing Sherpa’s attention, that’s why we’re proud to brag a bit with our client, Travel Michigan.

Here’s the story –

Last year, we were asked to dramatically boost the effectiveness of the Travel Michigan email program.  A multi-million dollar media buy was in the works and the Travel Michigan team wanted to make sure that website visitors turned into a vibrant database for follow-up email marketing.

We took them up on the challenge and implemented four programs to achieve their goal:

1. An attractive email opt-in offer using a surprisingly effective “off-the-shelf” product
2. Systematic testing to prove effectiveness before a national roll-out
3. A controversial online tactic that still works when implemented correctly
4. A Welcome Email Series that turned subscribers into active community participants

Here’s a peek at the result that counts –

“The impact of the email tests and new tactics exceeded our expectations in every way” – George Zimmermann, VP of Travel Michigan, Michigan Economic Development Corporation

Intrigued?  Check out the MarketingSherpa Case Study, then come back and tell us what you think.

Last week, I had the honor of joining several of my PPC colleagues in sharing our 2010 pay per click advertising predictions on the PPC Rockstars podcast.

Some of the predictions on the show were pretty far out there – take a listen and see if you agree! Feel free to share your predictions in the comments below.

2009 was definitely the year of Social Media.  Businesses in all industries aggressively implemented social media plans and began testing out this new relationship-building tool.  However, for most, fan and follower growth stalled.  It seems that it was easier to start a Twitter account than to fill it with a loyal (non-spam) following.

Surprisingly, we’ve discovered that the best tool for building thriving social media communities is probably the dullest, least sexy tool imaginable…email.

Guess what, email is still alive and well and it’s a “killer app” for jumpstarting social media communities. Let’s see why -

Social Media and Email – The Greatest Partnership Since PB&J

At its core, Social Media is a relationship-building tool. Up to this point, you’ve probably been using email for this task.

Your current prospects list is the best place to find enthusiastic fans because they already have a relationship with you. An invitation to engage with your business on Facebook and Twitter feels natural and is a logical extension of their current experience.

Quick Tips for Getting Started

Use the Cute Icons

Immediately add the appropriate social media icons to the bottom of your email messages.  Also add a quick line of text promoting the benefit of connecting with you via social media. If your design template permits, consider moving your social media icons to the top of your email rather than burying them in the footer.

Our experience has shown that prominent placement of these icons communicates your willingness to engage in a conversation and dials-down the corporate feel of your emails.

Give Your Social Media a Shout Out

As you write your email messages, add social media to the conversation. Prompt readers to engage with additional content on your blog or Facebook.

If you have ongoing event schedule, encourage readers to follow you on Twitter to stay updated

Get Your Community Signed Up

Add an opt-in box to your blog to add subscribers to your in-house email list.  The real value of social media is in its ability to attract targeted visitors and transition them into your marketing database for follow-up.  Consider offering a premium such as a Special Report to entice visitors to provide their email address.

What to do next

Social Media and email integration is a mindset as well as an ongoing marketing process. Recognize that you are building a multi-touch communications channel where each tool plays an important role.

You’ll find that tightly integrating your email and social media platforms will lead to a growing and vibrant community of buyers (and fans).