Further Search Marketing Blog

Can you put a Price on dignity?

Fri, 27 Jan 2012 10:49:34 GMT

We all saw it coming; she had been quiet for too long. And this week, Katie Price proved that she’s either short of a few bob or the canniest businesswoman this side of Christmas when she teamed up with Snickers to front a campaign that’s been making headlines ever since.

It all started when Ms. Price’s tweets began focusing on topics that she normally doesn’t choose to mention (she normally sticks to horses, her children and colours she likes.) Updates such as ‘Large scale quantitative easing in 2012 could distort liquidity of Govt. bond market. #justsaying’ had most followers believing @MissKatiePrice had been hacked, or had had some kind of intellectual epiphany. However, later on that day, all was revealed. Price tweeted a picture of herself with the accompanying text: ‘You’re not you when you’re hungry @SnickersUK #hungry #spon’.

My initial reaction to this is one of pity. Has Katie Price just willingly admitted that such topics as the economy are firmly out of her grasp? That’s saddening, for a start. But for a woman best known for her pert, trim figure and exercise videos, her siding with a confectionary giant reeked of desperation for recognition, even if that meant damaging her own brand. Can you imagine Price biting into a Snickers in a hungry spot then declaring it a fine snack? No? Neither can we.

Price’s dubious foray into the realm of Twitter PR has got many experts thinking.

Dorset-based businesswoman and social media aficionado Joanne Dewberry is sure that whilst Price meant well, her stunt failed somewhat. “I think it's an incredibly clever concept but possibly the execution became a bit tacky by using Katie Price,” Joanne explains. “If I were in Snickers Social Media Team, I would have insisted in a much more 'wholesome' role model. I wouldn't want Katie Price associated with my business - I always found it odd that her TV programme was sponsored by Kiddicare.com, and that made me avoid them.”

Writer and social media fan Louie Watts has nothing but praise for Price’s stunt. “In my opinion, Snickers has created a fun and clever campaign. If the celebrities taking part don’t mind showing a different side to themselves, then why not?” he reasons. “I don't think it is causing any harm and it’s created a fair amount of conversation. This has thrown them into the public eye, which is exactly what Snickers want.

“Although some people may see Price’s admission that she has no interest in worldwide affairs as an insult to her intelligence, I think it’s important not to read too deeply into her campaign,” Louie continues. “At the end of the day, the message is more to do with how some people change when they're hungry, which is a basic fact of life that we all can empathise with. It’s as simple as that.”

Is Price a clever businesswoman with an eye for an opportunity, or desperately grabbing at headlines? Joanne thinks that the Katie Price PR machine knows full–well the benefits of well-timed exposure. “When I first saw that she was sponsoring Snickers via Twitter, my initial thought was that she was cash-strapped. However, as we have learnt from Katie Price in the past, she puts a lot of thought into her business transactions - and no doubt she knew that her profile, plus Snickers was a winning formula. They achieved what they set out to do; we’re all talking about both Snickers and Katie Price. Job done.”

So, what is left to be said about the coalition of Katie Price and Snickers? Whatever your personal feelings about Price, there can be no doubt that the campaign in itself is sheer brilliance. Both Snickers and Price have never pretended to be highbrow, so why shouldn’t they exploit their strengths, together? It’s a great creative angle for an online campaign that Snickers and Price knew would go viral, and it’s worked extremely well. As if you needed any more proof, I spotted five people eating a Snickers yesterday. Coincidence? I think not.

Post by Further search marketing. Experts in making you rank!

Google's new Privacy Policy and what it means for you

Thu, 26 Jan 2012 10:14:56 GMT

Earlier this week Google announced an upcoming change in their privacy policy, which consolidates the previous 70+ (yes, you read that right!) privacy policies across different Google-owned products into one, all-encompassing document.

It's due to take effect on March 1st 2012, but why have they done it, and what does it mean to the average user and the search industry as a whole?

The fundamental reason for pushing this change, and the reason privacy advocates are up in arms, is that Google want a more seamless experience amongst all of their products, especially flagship ones such as Search, Gmail, Google+ and Youtube. This means that all of these services will share more data about you than ever before - which could mean a more customised user experience but will also have a significant impact on how much Google understands its users and can profile them.

Google Books, Google Wallet and Google Chrome will not be impacted by this new privacy policy and will retain their own, for 'technical and legal reasons'.

What are some specific things users can expect?

Results you see in search will be more personalised, for example using your Youtube viewing history to push relevant results. So, if you watch Meatloaf's music videos on Youtube (poor you..), a Google search for 'meatloaf' is more likely to show results for the music artist than recipes.
More details about people you know will be shared between Google products - so someone you follow on Google+ could be highlighted in your Gmail account, for example. Google Docs will be aware of your Gmail and Google+ contacts when you want to share documents or files.
Services like Google Calendar could use your current location (taken from Google+ or search settings) to remind you about meetings based on how long your journey to the meeting location might take.
Data from multiple services can be integrated. Google Calendar reminders in Gmail, your Picasa photos in Google+, your favourite Youtube channel videos in search results...you get the picture!

But what's in it for Google?

Well, in part it's the desire to deliver an improved experience for Google users. The internet giant is very aware that to sell more advertising (which is, remember, their core business) they need to make its services the best available on the web and encourage people to stay inside Google properties, loading pages and viewing adverts.

The main reason however is to add another layer of intelligence into the behemoth which is Google's advertising platform. By sharing data between all of Google's products, they can build up a terrifyingly accurate picture of a user's interests, their daily routine, social circles (please excuse the Google+ pun) and travel habits.

By understanding users more than ever, Google can show hyper-relevant advertising and charge more for it - either through higher click-through rates or advertiser's willingness to pay a higher cost-per-click. Expect to see adverts on Google properties that are so personalised that they may become unnerving:

If you've searched for a destination in Google Maps, you may see adverts for hotels and restaurants in that location on Google Calendar.
Email a friend via Gmail and you may see adverts on Google+ (yes, it's only a matter of time) for whatever it is you've just been talking about.
Follow a brand on Google+ and you may see sponsored video content from them in Youtube.
And if you use a specific model of Android phone, you may see adverts in Google search results for accessories (regardless of whether you're searching from your phone or laptop).

To sum up...

As a search agency who advertises for clients via the AdWords platform, I'm looking forward to seeing what advanced targeting options Google rolls out over the next 12 months. The more targeted and relevant we can make adverts for our clients, the more effective they can be and the better the return on investment for clients.

As a user, I'm actually pleased that Google have made this move and I hope that it leads to a new level of automation and intelligence when using the Google products that now pervade my personal and professional life. I can imagine Google being able to use this data to create a sort-of 'digital butler' who can recommend interesting websites and resources based on my interests, remind me of upcoming events and help me organise my life better.

I hope that Google won't use this data in ways that users find overly intrusive or allow it to get into the hands of dubious people. However, unlike some of the mainstream press who are sensationalising the 'invasion of privacy' angle, I can't see why Google would want to risk what would surely be a suicidal lapse of judgement.

Post by Further search marketing. Experts in making you rank!

Sign up to Google+...or else?

Fri, 20 Jan 2012 16:03:27 GMT

Working in the digital marketing industry, it can sometimes feel as if we are slaves to Google. We use it to judge the effectiveness of search engine optimisation (SEO) for our clients (although why everyone calls it SEO Lord only knows, we should just call it Google Optimisation and be done with it). We use it to track analytics, to check our email, to search for news, for images, for blogs, for prices of products – we even use it to watch videos (yes, it also owns Youtube). Given such global dominance, the fact that Facebook is still the world’s number one social network with over 800 million members worldwide is refreshing to say the least.

Unfortunately it seems that Facebook’s days are numbered – simply because Google’s forcing people and businesses to sign up to its social network Google+. Not through choice mind you, but because they have to if they don’t want to be left behind.

When it comes to search, social media can play an important role. Besides helping you get quality backlinks, shared content such as blogs, Facebook posts and retweets can help drive traffic to your website, provoke comment and debate and increase the likelihood of your content appearing in search engines. Google’s “search plus your world” changes however have put an end to all that.

The new changes now automatically populate Google searches with results from Google+ including photos, posts, and profile pages. Google says these changes enable searchers to find both private content shared by friends and overall web content via a single search, yet I’m more inclined to believe it’s a blatant attempt to kill off Facebook and Twitter and continue Google’s global dominance.

“But Google+ isn’t for me!” I hear you cry. “I’m happy with Facebook and Twitter thank you, I’ll stick with these…”

If that sounds like you you’re making a big mistake. Why? In a nutshell, although content from these rival services can still appear among search results – this will only be if it's specifically relevant to what you're searching for. Google+ data will now appear regardless of whether or not you're seeking it.

If you are a business that relies on Google for organic search traffic and sales, personalised search results will become the norm when users are logged into their Google account. Not only will this make it so much harder for businesses to determine their search rankings, it will also make it harder for customers to find them. Throw in the fact that Google+ results will be appearing before public listings and that not all of these results will be relevant and you’ve got a serious headache.

The only solution? Join Google+. Create a brand page and become an active member. Get your brand page into as many influential people’s circles as possible, post keyword-rich status updates often in order to increase your relevance in important searches and do it in a natural non-spammy way.

The SEO industry will undoubtedly have to bend to Google’s command as these aggressive changes have turned the SEO landscape on its head. Sadly, it seems that failure to sign up to Google+ and get a ‘+1’ strategy in place will do more harm than good.

Time for Facebook and Twitter to either up their game and do it quickly or raise the white flag and surrender.

Why not give Google+a try today and add us to a circle or two. Click "Add to circles" below.

Post by Further search marketing. Experts in making you rank!

Too close for comfort - should celebs be on Twitter?

Fri, 13 Jan 2012 12:01:10 GMT

There was cause for celebration all round this week when the First Lady, Michelle Obama, took to Twitter. The President’s wife’s account debuted on Thursday, and she’s already got almost 236,000 followers. It’s great to see that the White House continue to demonstrate an admirable ability to use social media to their advantage - Barack Obama already has nearly 12 million followers, and it’s clear his Twitter account is a hugely useful tool when the need for clear communication is at an all-time high. With the next election due in November, politicians all over the States have taken to social networking to ensure their message is heard loud and clear.

OK, so we’ve covered that those in power not only need, but have a legitimate use for Twitter. Now, let’s take a look at celebrities that wield slightly less power, such as Lily Allen, Ricky Gervais, Paris Hilton and Sarah Harding of Girls Aloud. These stars frequently let us know where they’re going, what they’re up to and with who, and, most importantly, who they’ve fallen out with. The internet is awash with Twitter spats - who could forget Lily Allen’s very famous online sparring match with then News of the World Showbiz Editor, Dan Wootton? What about Ricky Gervais’s fracas with members of the Christian community? However, what we have to ask ourselves is, is any of this appropriate? Surely these conflicts can be resolved via a phone call or email, not played out in the public arena so a bloodthirsty public can gather to watch what should be a private disagreement. Various stars have also come under fire for publicly sending their condolences via Twitter when another star suffers a tragedy, as their actions are construed as shameless namedropping. Sometimes, you have to wonder whether a handwritten note would do the job just as well.

The discomfort that Twitter presents to us when engaging with this level of celebrity is we’re still used to A and B-listers being intensely private individuals only presented to us through airbrushed magazines, newspapers and finely-managed TV interviews. In a way, seeing them with a ‘human’ side, a side that must drive their PR people mad, is disquieting. It’s bizarre to see an interview with a film star on their best behaviour, then read a less-than-complimentary tweet from them about something unpleasant they’ve just encountered. We pay these people to present, to act, to make music or to just plain look fabulous. Somehow, finding out they’ve just wet themselves in a lift ruins the illusion of glamour. When celebs become too ‘accessible’, the magic dies.

Maybe I should finish with an example of why silence is golden; let’s look at the famously-silent Kate Moss. Known throughout her career for refusing interviews and avoiding to court the paparazzi, her inaccessibility has only inspired growing interest in her career. I would guess that most people see Kate Moss as a beautiful, strangely silent and rather canny businesswoman - we haven’t been allowed to see much of her personal side, so her allure remains intact, despite the various scandals that have plagued her career.

Kate’s refusal to answer back to her critics has allowed her to behave in ways that suggest she doesn’t care what anybody thinks - thereby instantly making any criticism she receives instantly look slightly pointless. Her silence is reminiscent of the Hollywood stars of the 1940s, when it was considered ‘cheap’ to behave in anything less than a dignified manner. I’m not saying we should gag celebrities, far from it - but maybe it’s time to look at what being in the public eye actually means, and how unthinking social networking can sometimes irreversibly damage a career that’s been built on illusion itself.

What do you think? We'd love some feedback. Leave your comments below, get in touch with us on Facebook, or send us a tweet on Twitter.

Post by Further search marketing. Experts in making you rank!

Goodbye email - hello social?

Tue, 10 Jan 2012 09:28:52 GMT

If, like me, you returned to work after the Christmas break with a mountain of emails sitting in your inbox, you probably spent the first couple of days trawling through, replying to the most important, flagging those which needed an action or response and deleting the spam. However, if recent predictions come true, this process could soon be rendered obsolete as more of us turn to social media and instant messaging to communicate with one another.

As 2011 ended, Facebook founder Mark Zuckerberg nailed his colours to the mast, saying: “We don’t think a modern messaging system is going to be email”. Now this got me thinking as I tackled my ever-creaking inbox: ‘do businesses really need email?’ and if not just how likely is it that the mountain of emails that haunt many of us on a daily basis will soon be replaced?

There’s no doubting social media’s popularity. Not only does it let you communicate with customised groups of people at the touch of a button, it’s a great way to find out what’s going on in your industry. Compared to email, which can often feel like a very lonely system, social media is alive with thought, debate and awareness. News breaks instantly and hashtags create easy-to-follow conversations. Comments are easy to track too, removing the need to search for what people said and when, while status updates can be used to let people know that you are genuinely busy and not just ignoring their messages!

However, despite the enormous amount of benefits that social media has over the standard email system I don’t think it is going anywhere. According to the Radicati Group there are currently 3.1 billion email accounts in the world - given that the world’s population is just over 7 billion, that’s pretty impressive. In fact, they estimate that the number of email accounts will increase to 4.1 billion by 2015…that's hardly a death knell for a system which has been around since 1971.

Yet regardless of the numbers involved I think it’s the functionality offered by email which will continue its life. Unlike social media email provides traceable trails, read receipts, the ability to attach important files and have secure conversations – all of which are so crucial in business.

What I would like to see an end to is unnecessary internal emails. It doesn’t happen here at Team Further of course (we actually talk to each other and use Skype instant messaging to raise awareness of useful websites for example!), but how many of us get sent a stream of messages from our colleagues who sit within easy reach? Perhaps the real debate is not the end of email but actually having a conversation instead - now that's real social...

Post by Further search marketing. Experts in making you rank!

Is your vanity taking over Facebook?

Fri, 06 Jan 2012 16:03:53 GMT

A story published by The Telegraph (and numerous other news sites) has revealed that Facebook users are deliberately reporting pictures as ‘offensive’ - simply because they don’t like how they look. The study, conducted by technology site All Things D, has revealed that the majority of pictures that were flagged up weren’t obscene, just unflattering.

Facebook’s engineering director, Arturo Bejar, has said that he would rather users contacted each other directly to sort out ‘photo disputes’ and the site has recently changed the options beneath photos to include new ones, such as ‘I don’t like this photo of me'.

Are we right to be precious about a few unflattering shots of ourselves? We’re all aware of the changes that an increasingly digital age has heralded; most people have digital cameras; most people have a Facebook account. If you go to a party, you might get photographed. The pictures may well end up on the internet. This cannot have failed to escape most people.

Secondly, who cares if you look a little out of sorts? Scroll through your friends’ accounts; you’ll easily find a few snaps they probably wish didn’t exist. Thirdly, even before the Facebook revolution, we were aware of the discomfort that accompanies a few embarrassing pictures. Will you deem your baby photos ‘offensive’ and throw them away? How about that shoebox full of snaps from your teenage years, wearing disastrous outfits, that your Mum always gets out when you have company? Of course not. What’s the difference between people seeing a bad photo of you online, or in your lounge?

As we move into an era where couples communicate on Twitter whilst sitting side by side, it’s good to remain aware of what social networks are, and what they were intended for - and that’s fun. Let’s not let our vanity get in the way of enjoying them; and unless you’re a professional model, you should probably stop trying to get that picture of you with a double chin taken down.

Post by Further search marketing. Experts in making you rank!

Social New Year Resolutions

Tue, 03 Jan 2012 16:55:39 GMT

It's a new year, and, if you're anything like the Further team, you're looking for a method to streamline your ways of working online whilst avoiding getting bogged down in the nitty-gritty (yes, we are talking about perusing the photos from the NYE party you attended.) So, in the spirit of working hard, getting ahead and (dare we say it without getting mocked mercilessly) developing a new you, we have compiled Further's top tips for getting your mojo back during the long, cold months after Christmas...

1) Push your boundaries. Yes, Facebook may be exciting, but it's hardly new. If you must social network whilst the boss isn't looking, (not that we condone anything like that, for obvious reasons), try something new. Have you given Google+ a go? If not, why not? Don't be scared of the unknown. Remember how timidly we all approached Myspace?

2) Clear out your dead wood. It's worth trying to remember all your old email addresses and passwords, then logging into various social networks you don't use anymore so you can make sure you're only active across the sites you actually use. One of the team here was bemused to discover that during her internet career, she had forgotten she had signed up to Faceparty, Bebo and Friends Reunited.

3) Embrace Facebook's new Timeline feature. Yes, it might take some getting used to, but in the end everyone will have to convert, so why not get the hard part over and done with? Plus, you can now get a cover for your profile! (That was our attempt at coaxing you into making the switchover. Did it work? Perhaps not.)

4) Get rid of old email addresses you don't use. If you've been pestered by acquaintances asking you why you've been offering them various types of herbal medicine, we're guessing these are accounts that are a) defunct and b) spammed to within an inch of their lives. Change the passwords, then shut down the address. Nobody needs 15 email addresses, anyway - how much mail are you planning on receiving?

5) Enjoy the benefits of a well-timed cull. Take a good look at your Facebook friends and be brutally honest with yourself - if you're irritated or bemused by somebody's presence, get rid. However, do the grown-up thing and do so quietly. Those status updates boldly announcing your intentions can misfire badly when Aunty Janice tells your mum that you've unfriended her on Facebook.

6) Whilst you're in the mood, why not give your Facebook a dusting-off? If you're feeling snazzy, a new profile picture will work wonders. Also, updating your information, such as career and education, can give your profile a much-needed boost. Don't forget that when Facebook's Timeline comes into full force, anyone can trawl through your archives, so it may be worth a look to see if there's any embarrassing content you'd like to, er, dispose of.

7) Finally, although we are increasingly moving into a world where we have more friends online than we do in real life, don't forget that the environment beyond your computer is a rather fun place. Make a pact with yourself to spend a few evenings out and about if you're forming an unhealthy attachment with your computer - Facebook can wait. Parties probably won't.

Post by Further search marketing. Experts in making you rank!

Social media in 2012 where is it headed?

Thu, 22 Dec 2011 11:29:39 GMT

2011 was certainly an eventful year for social media. Facebook continued to grow and add new features, Twitter announced it had over 100 million users, while Google jumped on the bandwagon with the launch of Google+. As such more and more businesses ‘got social’ and used it to increase their brand awareness and their customer service offerings.

We saw the good (and bad) sides of social media too. While the Arab Spring protestors turned to Youtube, Facebook and Twitter to tell the world their stories, closer to home it was used to co-ordinate riots and the looting of stores in London, Manchester and Birmingham.

With that in mind I thought I’d look into the special ‘Further crystal ball’ and make a few predictions for the future of social media in 2012…

Prediction # 1 - Social saturation

First off, I think that more and more businesses are going to get involved in social media for fear of being left behind by their competitors. By the end of 2012 don’t be surprised if you see your local pub, plumber or hairdresser online, tweeting deals and uploading photos. If they’re not online now, rest assured they soon will be.

Prediction # 2 - Sharing is caring

Given this year’s changes to search (in which Google started to place a higher emphasis on shared links and content) expect to see more sharing buttons embedded on business websites. Google+ it, Facebook it, Tweet it, LinkedIn it – we’ll be encouraged to tell our friends about what we’re reading, more than ever before.

Prediction # 3 - Behold the blog!

Although blogging has been around for years, I think businesses will place much more emphasis on creating compelling, creative and engaging content. Expect to see more businesses tweeting links and directing their Facebook friends to their website to read their words of wisdom and view their latest products. As I’ve already mentioned, there will be an increased use of sharing buttons and comments fields to encourage debate.

Prediction # 4 - Funnels for the win

The upcoming changes to Google Analytics will make users’ buying journeys easier to understand for e-commerce businesses because they will be able to see which ‘channels’ were most effective in initiating and assisting sales. Given that ‘social media’ is a category (along with display ads, pay-per click and organic search) expect to hear more about the importance of multi-channel funnels. What part does social media play in deciding to buy will be a big question e-commerce businesses will try to answer.

Prediction # 5 - Return On Investment

Given that 2012 is predicted to be a pretty gloomy year for businesses, expect to see more importance being placed on social media’s return on investment. Although it’s free to use, social media is cost-heavy in terms of the time taken to create content and engage with customers. I predict that many financial bods and marketing departments will come to blows as the latter tries to justify the importance of having a social online presence.

Prediction # 6 - Broadcasters get on the bandwagon

If you’ve ever watched a TV programme and tweeted at the same time, you know how enjoyable it can be. Broadcasters will want to tap into this sentiment and as such I predict that more and more of them will encourage us to connect with like-minded people watching or listening to their shows. From answering questions through Twitter hashtags to creating dedicated programme Facebook profiles, expect to see more social media captions and subtitles on your favourite TV shows soon.

Prediction # 7 - More offline social media marketing

As more businesses wake up to the power of social media, I predict that more offline marketing literature will contain their social media details. Your local pizza place will have it on their menus, your local pub will have it on their wine lists and your local department store will have it on their receipts. Goodbye Yellow Pages!

To sum up…

There’s no doubt about it, social media is moving at an incredible pace and it will be interesting to see which of these predictions come to pass. Yet regardless of what happens in 2012 you can be sure we’ll cover it in this blog – it’s an industry that keeps us on our toes and that’s why we love it!

What do you think of the predictions and where do you see social media heading? Let us know below…

Post by Further search marketing. Experts in making you rank!

Where Mark Davidson went wrong...

Tue, 20 Dec 2011 16:33:56 GMT

The first I heard of Mark Davidson was when his name began trending on Twitter in September this year. After a relatively quick investigation, it turned out that one of his disgruntled ex-employees had ‘hacked’ Davidson’s company’s Twitter account, and not only was this person drunk, they were extremely angry. A series of scathing tweets appeared, accusing Mr. Davidson of not knowing how to use social media, that a rival company paid better, and that the other ghostwriters were ‘really boring’. Naturally, this went viral. Articles appeared warning of handing over Twitter accounts to ghostwriters, and Mark Davidson’s goose appeared to be well and truly cooked. Until someone suggested the ‘Twitter takeover’ had been a hoax - and Davidson confirmed it had been.

In an interview with The Atlantic Wire, he confessed that he’d arranged the stunt himself in order to show his mother he could become a maestro of social media (or something like that; it’s never quite revealed why. It has something to do with his brother being a doctor.)

Either way, Davidson seemed pleased with the stunt - and rightly so. I followed him straight after he started trending, and I’ve only just gotten round to deleting him from my feed. (He’s gone back to tweeting about his business. Far less interesting.)

You might think that all’s well that ends well, right? Wrong. Davidson has tarnished his reputation in a way that his business image won’t ever recover from. On the one hand, he looks impossibly foolish, if you believe the takeover was real. We’ll never be able to look at Davidson again without thinking of his fired ghostwriter’s acerbic comments - is he a rubbish boss? Can he really barely type? I believe most people, on some level, will always believe it was real.

On the other hand, Davidson’s horrifically-smug response wins him no fans - or sympathy from journalists. "I’m not promoting anything," he said, during the interview with The Atlantic Wire. "I’m not trying to dupe people. What I did try to do was spark a conversation, as I always do. I kind of wanted to teach a lesson [to journalists]. When I read all the different blog posts, they built a fictional story around my fictional story. Ultimately, the real story is don’t believe what you read.” Sadly for Mark, this excuse smacks of poorly thought-out damage limitation. The phrase, ‘Actually, I meant to do that,’ springs to mind.

Plus, teaching journalists a lesson? Very worthy. I don’t suppose it’s the journalists in question that have helped build your Twitter following to over 55,000 people, or gave you the press coverage you obviously craved? Telling journalists not to talk about a breaking story is rather pointless. I’m sure they’ve all learned their lesson; but let’s not forget. Thousands of them blogged about you, and there was only one person involved in this who looked rather incompetent, whether those tweets were the work of a cunning ruse or not. The lesson here is, if there can be one, is that if you’re going to stage a publicity stunt like this, make sure that you can prove, without a shadow of a doubt later on, the whole thing was a hoax. Otherwise there’s an uneasy silence afterwards where everyone tries to work out if you’re really desperate for coverage, really conniving, or just impossibly embarrassed. Take note, Mark Davidson.

Post by Further search marketing. Experts in making you rank!

Moaning on social media

Fri, 16 Dec 2011 15:59:29 GMT

There’s no doubt about it, if there’s one thing us Brits love (more than queuing and cups of tea) it’s having a good old moan. According to new research from Sage, more and more of us are turning to social media to complain when we receive poor customer service. Its survey of 2,000 consumers found that one in five of us are using social media to vent our frustrations, yet only 4 in 10 of us ever receive a reply.

I’ve been on the receiving end of some pretty poor service in the past. When my internet and TV service went down earlier this summer I called a certain Mr Branson’s helpline to get some help. After being kept on hold for nearly half an hour they cut me off when putting me through to yet another ‘customer experience executive’.

Like a true keyboard warrior I was straight onto Twitter to complain. I wanted all my friends and followers to know how useless they were. However, within 30 seconds of blasting my rant into the Twittersphere their social media team were onto my complaint, requesting my phone number for a call back. I was impressed – they sorted my problems and gave me a month’s free internet to say sorry.

Unfortunately, it seems not all businesses are as savvy. The research shows that 60% of complaints fall on deaf ears – and when you consider that the average Twitter user has 27 followers it’s easy to see why companies should be taking the power of social media seriously.

To take an example of this, earlier this week Easyjet were hounded by thousands of disgruntled Tweeters after denying a blind lady, Joanna Jones, and her guide dog from boarding a flight from Gatwick to Belfast. Within minutes of her request for help it was retweeted countless times and the press were on the case.

It’s a lesson for all businesses – if you’re on social media you need to be proactive, quick off the mark and be prepared to provide good customer service outside of the 9-5. Get it right and you’ll have people singing your praises – get it wrong and you could potentially unleash a storm. After all, your customers are your livelihood.

Post by Further search marketing. Experts in making you rank!

Unsociable media: Our tips on using social media during the party season

Mon, 12 Dec 2011 14:54:44 GMT

Sometimes, the urge to say something, anything is unbelievable. Halfway through your office party, and after your eighth glass of red, that awful man that heads up your sales team saunters up to you. He says something breathtakingly inappropriate, and sidles off, hands in pockets, possibly whistling. You are left red-faced, and more than a little outraged. Heading to the toilet to calm down, you can’t resist a quick tweet. ‘So-and-so from Sales just said this!’ you type furiously. ‘What an idiot. #[insertcompanyname]’. And that’s your first mistake.

The trick to enjoying social media during the party season is very simple. If you find yourself wanting to say or post anything that you know will a) enrage someone else or b) compromise your job, beware. Here are Further’s top tips for keeping your reputation intact this December:

1) When you’re out and about, get off Twitter. The whole night. Tweeting about how much fun you’re having looks ridiculous, and to be honest, who cares? The chances are, everyone else is also at a party. Constantly drawing attention to the wild night you’re having always looks faintly absurd; it’s a sad paradox. Avoid at all costs.

2) Hold your tongue. Emboldened by alcohol, you finally pluck up the courage to comment underneath a hated colleague’s photo with a pithy remark, such as ‘You look like a pig in a dress.’ This may well be funny in the ladies’ loos, when you’re surrounded by a gaggle of giggling pals egging you on. The chances are, this will stop being funny when aforementioned hated colleague approaches your desk at 9.03am on Monday morning, and then tells your boss.

3) Be discreet. If you do find yourself sharing a kiss with a colleague, try and make sure you’re away from prying eyes (and camera phones.) There’s nothing worse than finding out a romantic moment exists in photo form. Of course, we’d never recommend a smooch with a colleague, but as long as you’re both single, do so at your own risk!

4) Consideration is key. Let your boss enjoy that huge chocolate mousse she ordered, and allow her to eat it drunkenly in the corner. Don’t feel the need to post a picture of her private moment all over Twitter. The lady works hard. Allow her this moment of indignity with the mousse.

5) If you’re sat next to people you don’t know very well, and the conversation is lacking somewhat, resist the urge to get your phone out and pass the time by checking out photos of your ex on Facebook. Not only is this the height of rudeness, but it’s also a tad narrow-minded. Give these people a chance. After a few glasses of wine, you may find out things about Gavin from Accounts that will make you see him in a whole new light.

6) Finally, remember, alcohol has a set of inverse laws; the commonest being the cleverer you think you’re being, the sillier you are. If you tweet or post a negative thinly-veiled reference that you think won’t be noticed, and you believe is the social media equivalent of the enigma code, believe us, it will. Tweeting ‘Some things just go on and on and on...’ during the MDs speech isn’t big or clever. It just makes you look like you have a bad attitude. Which most MDs don’t like.

These guidelines are mainly common sense. However, if you’re absolutely desperate to get on Facebook after you get home, there’s nothing wrong with a happy, energetic status update saying what an ace night you’ve had. You can go to bed smelling faintly of gin, party streamers in your hair, and most importantly, your reputation fully intact. Hurrah.

Post by Further search marketing. Experts in making you rank!

Social Media - Getting it ROIght?

Thu, 08 Dec 2011 12:50:37 GMT

So, you’ve set up your Facebook, you’re building up a twitter following and you’re publishing interesting blogs. Now what?

One of the biggest talking points in the social media world right now is ROI, or showing a return on investment.

It’s certainly a tough question – a recent study showed that companies are still struggling to understand the impact of social media on their bottom line.

With that in mind we’ve come up with five top tips for measuring your social media ROI:

1) Measure how much it costs your business

Unfortunately social media is not free – sure it’s free to use and set up, but costs certainly mount up when you think about the time taken to manage the accounts, engage with friends and followers, write new articles, come up with creative ideas and respond to enquiries. Set up a monthly spreadsheet and total up how much time it takes you to manage the account efficiently. This should help you work out how much social media physically costs your business on a monthly and yearly basis.

2) Then see how revenue it brings in…

The aim of every business is to make money. If you’re doing social media right, you should be able to track how much revenue it brings you in terms of sales, leads or new customer enquiries. Don’t be down heartened if this is low to begin with, it takes time to build up brand awareness and trust. With any luck your social media efforts driving traffic to your website will lead to increased revenue as time goes on.

3) Get that landing page right

Everything that happens on a landing page can be measured through Google Analytics. Whether that’s how many direct referrals you got from Facebook, how many Twitter followers signed up for your newsletter, or just how long they spent reading your blog. These (somewhat dry) traffic measures will give you a clue as to just how effective your social media efforts are – the more people you can direct to your website, the better.

4) Measure your reach and influence

Although some social media experts claim that the number of fans and followers you have isn’t important, I would disagree. Sure, quality engagement is important, but it’s a fundamental fact that the more people that you can reach, the greater chance the awareness of your brand will be increased and that your message will be heard.

Facebook's Insights Tool goes one step further and gives you friends of fans figure and tells you how many people are talking about you. Total up how many fans and followers you have on a weekly basis, how many times you’re mentioned and how many times you’re re-tweeted - the more, the better.

5) Content is king

Creating engaging content is king with social media. Convincing someone to visit your website is only part of the battle, keeping their attention and encouraging them to share it with their friends is the real game-changer. Whatever content you create, be it a blog, a piece of news or a helpful guide, keep it fresh and interesting. Use keywords gleaned from Google to ensure it appears in search for years to come, and be sure to install widgets to allow for easy sharing – this will let you track how many times it’s shared.

To sum up…

These measures should give you a good starting point when measuring your ROI through social media. But remember, ROI is not all about money. Social media is about building new relationships, generating word of mouth marketing, and strengthening brand loyalty with your customers – can you really put a price on that?

Post by Further search marketing. Experts in making you rank!

Social media success for Further!

Tue, 06 Dec 2011 10:28:32 GMT

November was an epic month for Further, as far as Facebook was concerned. Many of our clients have seen fantastic results in their social media campaigns as a carefully-executed set of competitions and online promotions ensured their followers skyrocketed - and we’re planning to build on our success.

East of England department store chain Palmers only had 68 fans on Monday 14th November - however, by Monday 5th December, we’d managed to build their numbers to an impressive 1,116. An increase of 1541%; fabulous stuff. Similarly, Norwich-based online retailer FYFO only had 86 followers on Monday 14th November, but their grand total on Monday 5th December was 756 - that’s an increase of 789%.

Our work with fellow online retailer Totally Funky was also hugely successful - they had a mere 49 Facebook followers on Monday 14th November, but we’d increased that to 909 by Monday 5th December. The same could be said for another of our clients, Strawberry Fool; they only had 42 followers on Monday 14th November, but by Monday 5th December, we’d managed to increase their followers to 753. A whopping increase of 1692%.

One of Further’s PR and Social Media Consultants, Liam Tarry is delighted with our Facebook success stories. “Achieving such fantastic results for our clients is proof of the power of social media. They are engaging with new customers, seeing increased traffic to their websites and this is leading to more sales. Having only been at Further for a month, both Vicky and I are absolutely over the moon at what we’ve managed to achieve so far and long may it continue!”

Post by Further search marketing. Experts in making you rank!

Facebook is it really worth $100 billion?

Tue, 29 Nov 2011 11:02:46 GMT

As a financial journalist in a former life I'd like to think I know quite a bit about stocks and shares, derivatives, pensions and hedge funds. Working in the City both before and after the credit crunch hit I saw for myself the shady trading practices which were to lead to the global economic turmoil we’re still feeling today.

With that in mind, the recent speculation that Facebook is to float on the stock exchange next year made me sit up and take notice. Analysts have predicted that the social network, which now claims more than 800 million members after seven years of phenomenal growth could set its valuation at $100 billion. “Here we go again!” I thought to myself. “Another dot.com bubble on the way..."

But is Facebook simply too big to fail?

When it comes to valuing on a company it's a bit like pin the tail on the donkey. A whole host of factors need to be taken into account – from using earnings multiples to calculating how much it would cost to create a similar business.

Putting it bluntly, Facebook is simply unique in what it offers. On average, users spend around 23 minutes a day on the site, sharing photos, updating their status and chatting with friends. As such Facebook knows a hell of a lot about its members, given that they reveal so much basic personal information. It also has an exclusive hold on all this data, and this can be used for targeted advertising purposes.

Many businesses are now shunning their own websites in favour of a presence on Facebook too. Take Coca Cola (36 million ‘likes’ to date) Starbucks (26 million) and McDonalds (12 million) and you can see why it’s such a popular marketing tool. Forget TV ad breaks and billboards – they’re in your home and on your news stream the moment you turn on your PC.

Given that there’s nothing else quite like Facebook out there, it’s then worth looking at how much other top companies are worth. According to a recent ZDNet report, a $100 billion valuation would rank Facebook ahead of Amazon ($88.3 billion) and Disney ($61 billion), but well behind Microsoft ($209 billion) and Google ($190 billion).

Should it go ahead, Facebook’s float would break new ground as the biggest consumer technology public offering in history. Yet it seems that in the grand scheme of things, $100 billion is not as eye-watering as I first thought.

Post by Further search marketing. Experts in making you rank!

Social media lives up to its name

Fri, 25 Nov 2011 15:54:33 GMT

What exactly do you use social media for? Spying on old flames? Entering competitions? Writing bitter comments under peoples’ status updates? You’d suppose people have a variety of (potentially unsavoury) reasons to use social networking platforms, but US research released earlier this month has revealed a softer side to our online habits. The study, conducted by the Pew Internet & American Life Project, questioned over 2,250 Americans to discover their reasons for using a social media site. Unusually, the vast majority of the respondents said that they used social networking simply for keeping in touch with their friends.

Social media has often been the scapegoat for many of society’s panics. When Friends Reunited was launched, a flurry of reports suggested it was responsible for an increase in extramarital affairs. Twitter has often been the butt of derisory jokes suggesting that its users are self-obsessed, unimaginative bores and Facebook has recently come under fire as widely-circulated reports suggested that teens have used it as a platform for bullying. All are unfair criticisms; we should all be aware by now that there’s no ‘controlling’ the internet. When a free, widely-used platform is made available to anyone with a computer, there’s always a risk that a minority will use it for unsociable means. We’re communicative creatures, and social media has given us ways of finding like-minded others that wouldn’t be possible in the real world. Think I’m wrong? Try standing in your local Sainsbury’s with a sign saying ‘I like to talk about my fixation with Disney’. Good luck finding kindred spirits.

Social media is so successful because of what it is; it’s not just a clever name. There’s no catch. It’s an easy-to-use platform that users will make of it what they will - and the way most people will utilise it is to keep in touch with others. The survey conducted by Pew Internet & American Life Project also discovered that a mere 3% of social media users considered ‘finding potential romantic partners’ their main reason for getting online; despite Friends Reunited being unfairly blamed with causing affairs (the Daily Mail has even covered the uneasily-titled ‘First Friends Reunited murder’), Facebook and Twitter users appear to be set on one thing only - conversation. And there’s nothing wrong with that.

Post by Further search marketing. Experts in making you rank!

So, you want to work in Online PR?

Fri, 18 Nov 2011 14:13:29 GMT

You’ve made your mind up - you’re set upon a glittering career in Online PR. With the world of social media and online marketing developing at a breakneck pace, it’s a tremendous job for anyone who seeks a new challenge everyday, who’s creative and loves to write. But how do you get there? What should you study? And, most importantly, what are the skills you’ll need? Luckily, Further’s PR and Social Media Consultants and Further founder Steve Jaggard are on hand to answer all your difficult questions...

What should I study?

Steve: Degrees in English or journalism-related subjects give an employer confidence that you can write, because it's surprising how many people coming into the workforce don’t have a command of either spelling or grammar.

Vicky: I would try to find a degree with an element of journalism. You need to be able to find a story, write about it cohesively and know who to pitch it to - so being able to write properly is a must. I’d aim for English or Literature degrees; something that encourages you to look at text in a new light and reconstruct it. Saying that though, work experience is really useful, so if you could find a placement at a PR company after your A-Levels, I’d say run with that and see where it goes. Employers love to see that you’re serious about your chosen career; and that you’ve started early.

Liam: Whatever you choose to study, you need to be able to demonstrate to your employer that you can research and write well. English, History, Politics and Media Studies are good choices, as they all need excellent communication skills. If you want to get into PR after your A-Levels, make sure you have a good grade in English. Having an A-Level in a modern foreign language would be impressive to employers too as it shows you’re passionate about other cultures and you could impress future clients!

What will impress prospective employers?

Liam: Being able to demonstrate your love of communication. Try starting up your own blog and write about the things you love. Perhaps you’re a book worm, a film nut or a big foodie. Show some passion in your writing and you’ll be sure to catch their eye.

Steve: A passion for what people do always impresses! I always look for excellent communicators and those with a strong understanding of online media, communities, blogs, networks - and how to use them. I also look for creative thinkers who will find the right angle that will get news published, as that's often what make the difference.

Vicky: Keeping your eye on the cutting edge of online technology and trends will definitely show you understand the world you’ll be operating in; it’s fast moving and you need to keep up. Having ideas on how to promote very different businesses and being able to show that you can vary style and tone is always good. Also, having a vivid imagination is a winner.

What skills will I need?

Vicky: The ability to learn very quickly, be a dab hand at a multitude of social media platforms and to understand the basics of SEO. Also, get to know your audiences; the chances are, you’ll be working with more than one client, and you need to know how to juggle their needs.

Liam: Excellent social skills – you won’t get very far if you’re not of a friendly disposition! You need to be reliable, committed to your clients and feel passionate about what they sell or do. Above all you need to be a team player and not be afraid of rejection.

What are the most rewarding parts of the job?

Liam: Finding a story with your client where no-one else would think to look.

Vicky: Seeing a promotion taking off, and seeing your work published online, probably.

What are the hardest parts?

Vicky: I’ve always found writing new articles for Wikipedia is a real struggle; so much virtual red tape! Getting your press releases to the right people, and making them interested, always takes a fair amount of imagination. It’s quite important to develop a thick skin and not take things personally.

Liam: Building up a list of contacts you can approach who will be receptive to your ideas and/or press releases. Journalists are busy people, and if you can’t grab their attention within 10 seconds or so you’re unlikely to succeed.

What companies can I contact for advice and work experience?

Steve: Try and find work experience with a reputable company. If this proves difficult and you are getting nowhere, revert to Plan B - find a friend, relative, or neighbour who has a business or online presence and prove your worth to a potential employer by offering them free online PR. This shows initiative, and you have tangible results to show at your interview and on your CV. Also, you must ensure your CV demonstrates your obsession with online, so always name sites/communities/groups that you belong to.

Liam & Vicky: If you’re planning on leaving school after your A-Levels, notgoingtouni can provide some excellent advice. If you are planning on Uni, there’s always UCAS. The Direct Gov site has some really good pointers and sites like Monster and Total Jobs can always help you find local companies that are hiring/advertising work experience. Sometimes chatting to other students can make a difference; The Student Room is good for that. If it is an unpaid stint you’re after in order to get your CV started, I’d advise you to contact all your local PR firms using a site like Yell and politely ask them whether it would be possible to work with them for a week or so. And when it comes to the inevitable job hunt, Indeed is ace.

Post by Further search marketing. Experts in making you rank!

Businesses waste time and money on social media

Thu, 10 Nov 2011 15:51:46 GMT

Nearly two-thirds of us Brits don’t want to engage with businesses on social media – that’s according to a study launched today by research firm TNS Group.

Its ‘Digital Life’ study, which looked at 72,000 consumers in 60 countries, found the largest amount of hostility towards businesses on social media was in the US (60%) and here in the UK (61%). The findings suggest that businesses are wasting their time and money trying to reach people online and that this is resulting in what TNS calls ‘digital waste’.

But is this really the case? And should businesses be worried about the findings?

What I think this study fails to grasp is that, rather than social media being a waste of time for businesses, too many just don’t ‘get it’.

Allow me to explain.

Social media is all about people connecting with the things they love, rather than engaging with marketing messages broadcasted at them through their social profiles. I believe that it’s less about the business interacting with people, but the other way around. Businesses have to create a reason for people to connect with them – and this reason needs to be seductive, intriguing and relevant.

One way businesses can do this is by creating a strong brand story, a story which can be told in as many different and engaging ways as possible. This will encourage this story to be retold and shared, creating a powerful word of mouth effect as it's liked and discussed across the web. Let’s take just one example...

I’m sure you’ve seen Compare the Market’s Aleksandr Orlov? That loveable meerkat with the catchphrase ‘Simples!’ currently has nearly 800,000 likes on his Facebook and nearly 50,000 followers on his Twitter. What strikes me is that there is no mention of Compare the Market’s financial products in any of his status updates or tweets, and yet we still associate him with the company. Now as a financial journalist in a former life, I know that trying to make financial products ‘sexy’ is an impossible task – yet Aleksandr manages it with no effort at all.

What I think businesses need to understand is that people will engage with you if you tell a story, develop it and make it relevant to the man on the street. Be creative with your message and your products, offer discounts and special offers for your friends and above all else don’t take yourself too seriously.

So no, I’m not worried about the future for social media for businesses – those who know how to interact with people and tell an engaging story will be the winners in the long run.

Post by Further search marketing. Experts in making you rank!

Further are looking for a talented PPC account manager to join our growing search team

Wed, 19 Oct 2011 16:40:54 GMT

Further are offering a great opportunity to shape and develop Further’s Paid Search management service as the Agency increases its PPC offering across a number of regional and national clients.

The ideal candidate will have a proven track record in PPC management, in particular with Google Adwords, but will also possess a thorough understanding of other paid platforms including Facebook and LinkedIn advertising.

At very minimum we are looking for a PPC professional with at least one year’s recognised agency experience, preferably more. You will also hold the Google Adwords Individual qualification, be a confident presenter of your work and have a number of case studies to demonstrate your prowess.

Reporting directly to the Head of Search and working in conjunction with a team of strategists and SEO specialists, this is a great opportunity to join the Agency at what is a very exciting time.

Salary and benefits dependant on experience and are negotiable.

Please contact chris@further.co.uk with your covering letter and CV, no later than 31st October 2011.

Post by Further search marketing. Experts in making you rank!

Steve Jobs, a positive message out of a sad day.

Fri, 07 Oct 2011 11:12:03 GMT

To most in our industry, Steve Jobs was known as a visionary and genius -  a man who has made possibly the largest single contribution to the way we communicate and socialise certainly in my lifetime.  

Even to those in our offices who would never admit to wanting anything other than their pc, there was still a glowing admiration for the man as a true innovator, someone who quite simply turned apple around by pushing the boundaries, making the impossible possible and building one of the world’s most iconic brands by creating desire through innovative functionality and stunning market-leading design .

From the mouse to the i-mac, the i-phone to the i-pad, Steve Jobs truly challenged convention and showed the planet the way forward. So sad and ironic therefore that until yesterday, when his passing was announced, that so many millions outside of our arena did not even know of the genius behind the mega-brand – one of the most influential people of our times.

The world will certainly be a poorer place without his talent, passion and sheer  doggedness to overcome barriers, not just technology-wise but in his own personal health battles too.

Let us hope, however, that there will be a positive to come out of yesterday’s dreadful news. The 24/7 broadcasting about his death, and the accompanying life story obituaries will hopefully make us all think about life and work in a different way.

We shouldn’t settle for mediocrity or second best. We should push for what we fervently believe in. We should all look for the spirit of innovation inside ourselves and pledge to make things happen, in our all too short a time on this planet.

Rest in peace, Steve Jobs, I for one have been inspired by your creativity, your courage and your contribution.

Post by Further search marketing. Experts in making you rank!

Google PageRank API Access Ceased?

Thu, 06 Oct 2011 10:00:00 GMT

It seems Google have ceased access to their PageRank API in the UK as of today. Checking various third party toolbars such as SEOquake and SearchStatus all come up with nothing, however the official Google toolbar still seems to show a figure.

Google's patent for PageRank actually expires in 2011 according to this blog post. Its was originally renewed in 2003, but it has not been confirmed if Google will renew it again this year. This could open the way for other search engines to launch their own ranking score for websites.

So is this a sign that Google are phasing out showing toolbar PageRank altogether? They have been talking about it for a while now as an effort to curb link buying and selling. It would be a big move forward for Google and the rest of the search industry and could clean up a lot of legacy SEO practices and beliefs.

There are however alternatives to Googles PageRank score, for example the SEOmoz's MozRank which could even replace PageRank as the definitive authority score for a domain (and be used by link buyers and sellers). The key difference is that alternatives will never be able to show if a domain has been penalised through a drop in toolbar PageRank.

How will this affect your SEO? Let us know in the comments.

Post by Further search marketing. Experts in making you rank!

Further Search Marketing Blog

Can you put a Price on dignity?

Google's new Privacy Policy and what it means for you

Sign up to Google+...or else?

Too close for comfort - should celebs be on Twitter?

Goodbye email - hello social?

Is your vanity taking over Facebook?

Social New Year Resolutions

Social media in 2012  where is it headed?

Where Mark Davidson went wrong...

Moaning on social media

Unsociable media: Our tips on using social media during the party season

Social Media - Getting it ROIght?

Social media success for Further!

Facebook  is it really worth $100 billion?

Social media lives up to its name

So, you want to work in Online PR?

Businesses waste time and money on social media

Further are looking for a talented PPC account manager to join our growing search team

Steve Jobs, a positive message out of a sad day.

Google PageRank API Access Ceased?

Social media in 2012 where is it headed?

Facebook is it really worth $100 billion?

Businesses waste time and money on social media