We’ve talked for a while about the implications of social media on the world of search. (Check out our blog on Social + Search here). When Bing introduced their Facebook “Like” results, many wondered if –and when – Google would respond.

Google has. A few weeks ago Google introduced +1, a feature that allows you to make recommendations to your friends – much like you would on Facebook – for products and services served up in search results. Google +1 is Google’s answer to Facebook’s “Like” button. But, will consumers “like” it as much?

Here’s a brief overview of Google +1:

Google +1 and Search Rankings

Currently, Google +1 is not a ranking signal. Certain organic results can be promoted higher on a page based on personalized recommendations– but only if a user is logged in. Similar to Google’s Social Search (which ranks articles and items your friends have liked or tweeted higher on the page if you’re logged in), Google +1 is based on personalized settings. You have to be logged in with a Google profile, so that Google can serve up results based on your personal and social connections. Google’s theory is that results are made even more relevant when they are being promoted or shared by your social network. Thus, search results are improved by recommendations.

Below is a screen shot that shows an example of the +1 button (to the right search result title), and Google’s Social Search results (below the listing).

Google +1 and Paid Ads

Just as you can “Like” an ad on Facebook, you can “+1” an ad on Google. Clicking on a +1 does not count as a click, however. All ads will be getting this buttons added, and there is currently no way to turn them off.

+1 and Websites

Soon – according to Google, in a matter of months – companies will be able to add “+1” buttons to their websites, along with the current Like, Share and Tweet buttons already available.

Is +1 a plus or a minus for your business?

Google isn’t a true, enclosed social network, and doesn’t operate as one. But the attempt to integrate social recommendations with search results is a fascinating one, and we’re interested to see whether it takes off. Especially in the industries we serve – Multifamily Housing, Senior Living, Student Housing and Self Storage – where recommendations can play a crucial role in the decision-making process.

We’ve always stressed the importance of recommendations and referrals to our clients, and it seems that with every new Google initiative and feature they become even more critical. The days of “if you advertise, they will come” are days gone by – your properties need to deliver the experience you’re promising, inspiring customers to refer you, like you, tweet you, follow you, and now, plus-one you. If you’re inspiring that kind of devotion to your brand, these types of changes should be exciting – they present new avenues for  happy customers to spread the word, which translates directly to your bottom line.

For more details on Google +1 and its implications on the world of search, read this article by Danny Sullivan, and Google’s official +1 page.

Internet marketing is a critical and dynamic part of successfully operating your community.  Yesterday’s tactics don’t work in today’s market.  Staying on top of the ever-changing technologies and emerging trends has never been more important.

As a proud sponsor of AIM, we understand the value of the information and education delivered at the show. AIM features some of the most successful Internet marketing leaders – from both inside and outside multifamily industry. It will be especially interesting to hear what Greg Sterling has to say about marketing channel overload.

We look forward to seeing you May 2-4, 2011 at the  Hyatt Huntington Beach Resort and Spa in Huntington Beach, California, for this impressive event. And, if you stop by the G5 Business Lounge, you could win an iPad2.

See you there.

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In the latest issue of Multifamily Executive, G5 CEO Dan Hobin is featured in an article called “Getting Bounced.” The article explores the question surrounding the importance of bounce rates. Just how sticky does an apartment community website need to be? And how does the bounce rate on a desktop website differ from mobile?

At G5, we think bounce rates can give us valuable insight, but they aren’t nearly as important as response rates. Lead generation and bottom line results are the only true metrics of a website’s success.

Read the entire article here.

G5 is proud to sponsor and support the first Pacific Northwest regional Ruby conference. Our VP of Engineering Coby Randquist has been instrumental in helping to make it happen, along with our engineers Josh Sullivan and Mark Turner. Their involvement makes us proud. We’re confident that this will be the first of many world-class, nationally-recognized and hugely attended Ruby events – and the first to bring Ruby, beer and snow together at last.

By Sarah Douglas and Amanda Patterson

Plenty of rumors have circulated lately about the increasing competition between Google and Bing. Recent news on Bing’s increased market share followed closely on the heels of accusations that they’ve been copying results from Google.  Not since the Apple/Microsoft stand-off has a rivalry held so much made-for-TV-movie potential. With so many articles and blogs covering the topic, it’s not easy to keep track of what exactly is going on.

Here is our quick guide to the Google vs. Bing debate:

THE NUMBERS

When it comes to market share, Google is indisputably the leader of the pack with 65.6% of the search engine market for January, according to ComScore.  Although Bing is far from overtaking them, their increase to 13.1% of market share should not be ignored.  Gaining any traction against a giant like Google is an accomplishment in itself – even if some of that increase can be directly attributed to Bing assuming some distribution agreements. (It is also worth noting that a portion of their market share has been gained from their alliance with Yahoo and its portion of users).

THE ACCUSATIONS

The most recent dust-up between the two search giants is over their respective technologies for ranking web pages.  The overly simplified summary is that Google publicly accused Bing of using Google’s search results as a means for generating their own – meaning that a high ranking in Google would be used to help determine which sites should also rank high in Bing.  Bing first denied, then defended the practice, explaining that it is only one of many signals they base their rankings on.

OUR THOUGHTS

Google is still the gold standard of the search engine world.  Bing has miles to go if they want to become the dominant search engine. Still, they are making strides and gaining speed. Their recent Facebook partnership has proven they know how to build the kind of powerful, strategic relationships that will increase their relevancy among today’s web users and strengthen their offering.

LONG LIVE THE PIRATES OF SILICON VALLEY

If necessity is the mother of invention, competition is surely the father of genius. Competition in any market is good for the businesses involved and the end user or customer, but in Silicon Valley these types of rivalries have proven that it can breed brilliant design, ingenious products, and stunning functionality that make consumers swoon.

Google has enjoyed a long reign without much competition, and we are anxious to see how they respond to their new rival – and the exciting innovations in search that emerge as a result.

By Amy  Belasen

Mobile devices are changing the way we do just about everything. We can use our mobile phones to get directions, post reviews, play music, get weather updates – and yes, find apartments. So how should multifamily communities respond to this powerful new marketing opportunity?

By mobilizing.

For some, mobile websites are nothing new. The buzz began several years ago as Smartphone technology began to change the way we communicate. But in the last quarter of 2010, Smartphones outsold PCs, and the message was loud and clear: 2011 is the year of mobile. Today, multifamily communities are realizing the importance of adding a mobile website.

units Magazine’s Apartment Trends predictions for 2011 predicts a major shift to mobile platforms this year. The meaning behind the adage “Location, Location, Location,” has changed a bit. Yes, you still want potential residents to find you. But with mobile, you also can find them and be where they are. Mobile searches are more locally focused than desktop searches – so mobile creates a new opportunity to target a huge local audience and drive them to your properties.

Marketing on mobile is different. You’re dealing with a smaller screen, so the focus in on who is searching for you. Are you primarily targeting residents or prospects? If you’re after new residents, make sure your mobile site has clear calls to action and pricing. If you’re creating this site for existing clients, you may want to offer pay-by-phone and community updates. For more strategies for creating a mobile website, read Multifamily Executive’s Top 10 Strategies for Deploying a Multifamily Mobile Platform.

Want your mobile site to target both clients and prospects? Sarah Greenough, VP of Corporate Sales and Media for Princeton Properties Management Inc., offers some advice: hone in on what’s important, and include contact information, separate calls to action for clients and prospects, and a map or photo of the location. There is limited space to make an impression so make words and images count.

A mobile site makes it easier for prospects to find your location when they’re on the go, and allows them to call you with the touch of a screen. Mobile is convenient and immediate – for best results make sure that someone is on the other end to take the call. As units Magazine points out, call centers are in; call waiting is out.

Once you’re satisfied with your mobile site, it’s time to promote the site to prospects and existing clients. You may consider press releases, email blasts, social media posts or other forms of advertising to get a conversation started and attract more business.

Google recently announced that they will drop the Real Estate Feature in Google Maps. The rationale is cited in a recent Google blog post:

“In part due to low usage, the proliferation of excellent property-search tools on real estate websites, and the infrastructure challenge posed by the impending retirement of the Google Base API, we’ve decided to discontinue the real estate feature within Google Maps on February 10, 2011.”

To put this into context, here is some background information on this feature. In July 2009, Google announced plans to integrate the Google Base API with special filters in Google Maps that would make this feature available. A query for homes or apartments in a particular city yielded a filter form at the top of the Maps results page very similar to search forms on real estate listing sites. Although not as robust as a listing site, the form gave users a good starting point in the process of finding an apartment or home, filtering results based on rent, features, amenities and specific types of property searches (For Rent, For Sale or Foreclosures).

Google gathered this data through the Google Base API, which allows users (realtors, in this case) to upload their entire product data to show up in search results. The retirement of the Google Base API announced in December of 2010 came with the announcement of some additional “shopping APIs” like Google Product Search, Product Ads, Google Affiliate Network, Google Commerce Search, and shopping rich snippets. (Eventually, these new APIs will replace the product upload section of the Google Base API).

The full effect of this change on Multifamily Housing communities won’t be completely appreciated until February 10. However, G5 doesn’t believe this will do much to impact rank or the Google Places account.  The only effects of this move are that real estate companies will not be able to upload their data through the Google Base API, and Google Maps displays of real estate listings will be different.  Unless Google decides to keep this industry outside of normal search, Multifamily Housing listings will probably look similar to other Google Maps listings.

Net, this is not a large move by Google to disrupt the Real Estate marketplace, and Google is still offering real estate tips through their site.

Google has expressed an interest in the real estate search vertical in the past, and we’re not sure that the abandonment of this feature means it’s abandoned forever; a more robust version could emerge down the road. According to PaidContent.org, Google was so interested in real estate search in the past that it reportedly considered purchasing real estate search engine Trulia. Google’s blog states, “We recognize that there might be better, more effective ways to help people find local real estate information than the current feature makes possible. We’ll continue to explore this area.”

Today Show 1994 – What Is Internet? – Watch more Funny Videos

It seems like every year for the last five years or so, analysts have predicted the “year of mobile.” As we start off 2011, this prediction may finally be coming true. Mobile made some major leaps in the last two years, and it’s changing the way we do just about everything. We can use our mobile devices to make purchases, download maps, keep up with the news, play games with our friends and even read books. And, of course, we are now using our phones to search for local businesses.

Will G5 continue marketing online? Yes. Will we also be marketing online to mobile devices? Yes. Does one translate directly to the other? Unfortunately no, but that keeps things interesting.

Mobile devices require developers to create mobile-friendly websites using a very different set of guidelines. Sites optimized for mobile devices can easily be viewed on a small screen without a lot of scrolling or zooming in and out. Best practices suggest that designers consider user intent before selecting the functions and content used on the mobile sites they create.

Some other technical considerations for mobile websites include:

1) Mobile connections can be limited –content must be optimized for both impact and technical considerations.

2) Current mobile browsing software has set a new standard for technical capability. This allows developers to use advanced programming solutions.

3) Mobile device interaction often relies on touch screens, offering both opportunities and challenges when translating traditional website designs.

4) Unnecessary content must be avoided – limit page elements to only those required to satisfy user intent.

5) Mobile users are often on the move and require specific information that satisfies their needs at their fingertips.  This might mean answering the basic questions: “Does this company have a location near me? Is it open at convenient times (including right now)? Are they within my budget?” If the answer to all three is “yes,” the mobile user is more likely to call that company.

According to the 2010 Morgan Stanley Internet Report, mobile will surpass personal computers as the most widely used Internet platform by 2015. Another recent study featured in Media Post revealed that mobile marketing may surpass traditional desktop online marketing in terms of effectiveness and audience. “From November 2007 to December 2010, mobile has posted better results than desktop online across key measures including aided and unaided awareness, ad awareness, message association, brand favorability and purchase intent. Mobile shows double or triple the percentage of online ad effectiveness in each of the metrics.”

No doubt, the effectiveness of local search in the mobile space has much to do with the success of mobile websites. People who search on their mobile devices are often looking for something nearby, and companies who are optimizing their sites to be found locally are the clear winners.

While these results are indicative of a market shifting to mobile, the desktop Internet sector is far from abandoned. The gap between mobile and desktop has actually decreased in the past year as a result of increased effectiveness in online marketing.

Ad awareness rates, or the ability for consumers to match an ad to a brand, will likely continue to reveal the value of a mobile marketing place. “Increased awareness could stem from the rise in rich media advertising in mobile and the proliferation of smartphones, where high-impact interactive ads are targeted.” (Media Post).

Companies need to continue to focus on optimizing their websites for search and engagement online. Desktop search isn’t going away anytime soon. They also need to be prepared for the mobile shift.

Don’t have a mobile website yet? Maybe it should be your New Year’s resolution to get one.

American Express OPEN recently released the last in a series of guides on social media best practices for small business owners. They selected our CEO Dan Hobin as their Cardmember Profile/Case Study for the guide, and asked him what he considers the key to success in social media marketing.

Dan’s response can be summed up in two words: be strategic. What are your objectives? Who is your audience? What are you trying to accomplish? Not all social media avenues are created equal. Identify your strategy, and then select the tool based on the conversation.

Too many businesses rush into the social media space to “be there,” but have no strategy for driving traffic, gaining fans and followers, and building momentum for a measurable return. Social media is an opportunity to start a dialogue, engage in interesting conversations and exchange ideas with prospects, clients, potential recruits, business partners, and industry experts. It’s designed for word-of-mouth marketing, and can be a powerful tool when executed strategically.

Set specific benchmarks. Identify measurable objectives. And proceed slowly, scaling your efforts as you go.

Check out the entire interview in the American Express OPEN Social Media Insight Guide.