Is Google+ a serious social media contender?

Remember when Google+ first launched in 2011? It was a social media platform that could only be joined by ‘invitation only’, a strategy that generated so much hype that many people where calling it the ‘new Facebook’. Soon after, the hype seriously fizzled out and Google+ soon became open to everyone. Unfortunately, nobody seemed to really care anymore. I remember saying to my friends and colleagues ‘Hey, whatever happened to that Google+ thing? What a #fail’.

While myself, and pretty much everyone else, went back to enjoying Facebook life, Google+ was making some serious updates and changes that would make it the marketing goldmine it is today. To many individuals, Google+ still seems a little foreign, however marketers and big brands are quickly jumping on Google+ and including it in their marketing and PR strategy. Google+ is now the second largest social media platform. I know, right? When did that happen?

So, why should Google+ be taken seriously in your marketing and social media strategy?

This one is obvious, but Google+ is owned by Google. Anything owned by this corporation will continue to update and improve until it reaches its desired popularity. Remember when you could sign in to YouTube normally and then all of a sudden one day you had to make a Google+ account to sign in? This might be why it’s the second largest platform, but it’s a testament to how integrated social media will become in the future.

Essentially, Google+ has taken all the best features of the most popular social media sites and rolled it into one amazing package. There are groups, videos, maps and even the possibility of conference calling.

Google+ may seem like ‘another Facebook’, however there are many important differences that need to be noted. Facebook is mainly about connecting with your friends and family and maintaining your relationship through them. Google+ is about building new relationships and discovering new content, which will expand your interests and horizons. Google+ allows you to set up communities called ‘Circles’ allowing you to categorise your connections with your interests. This is why Google+ is so beneficial to marketers – it’s a platform about information and storytelling and your audience actually WANTS to listen to what you have to say and learn from you.

Google+ also has incredible reach both on and off the platform. Have you ever forgotten you were connected to someone on Facebook and wondered why you never see their posts in your newsfeed? This is because Facebook filters your news to show you only what it thinks you’ll be interested in. With Google+, if you have 300 connections, your updates will show up in every single one of their pages.

Most importantly, Google+ has absolutely insane SEO potential. Every post is continually crawled for content and indexed, just like a website would be. This is why sometimes in your Google search, a bunch of Google+ sites will pop up on the first page. Some people have critised Google for its extreme bias towards its own platform, but in my opinion, if you play Google’s game you’ll be rewarded immensely.

Do you have a Google+ profile? Do you use it for building connections or for its SEO potential?

Contributor:

Sarah Brown, Account Co-ordinator, Stolen Quotes

Quantity versus Quality

Let’s play a game. Imagine I have both of my hands filled with M&M’s – but my right hand is far more full than my left. So full it’s overflowing. And you’re a chocoholic. Which hand are you going to pick?

(If you said left, then you’re either lying or not playing properly.)

Here’s where my metaphor will start to shock. That overflowing hand of M&M’s you’ve picked? All of the chocolate is stale, and mouldy and inedible. In my left hand – the hand that was nowhere near as full as my right, are peanut butter M&M’s. And they are fresh. And they melt in your mouth. And you love peanut butter. Are you catching my drift?

This is the old quality versus quantity debate. Most people will choose the hand with more M&M’s – not questioning the quality. More means better, right?

So how does this relate to PR?

With the convergence of traditional and digital media, the PR landscape is rapidly changing. It’s no longer enough to send out media releases to journalists in the hopes of getting front-page coverage on a metropolitan newspaper.

Today it’s all about digital. A rise in social media platforms, SEO awareness and user engagement has naturally lent itself to the PR industry. Companies today are touting themselves as ‘social media experts’ claiming they can assist with ‘social media strategy’ as a component of an overall PR strategy, getting your company’s Facebook page hundreds of likes in days of launching.

But how do you know you are getting value from these likes and follows? And how do you measure ROI?

This is where strategy comes into play. Before commencing any social media project, make sure to compile a digital strategy report. The report should highlight the varying social media channels including recommendations around whether your company should even be on social media in the first place. That’s right – sometimes it’s better for your company to stay off of Facebook.

If your company does require a social media presence, make sure to work at creating online communities that cater to your business’s target market audience. Facebook insights are brilliant in that they tell you exactly who is engaging with your page; by age, gender, occupation – you name it.

The thing is, anyone can buy your page hundreds, if not thousands, of likes in a matter of days – even Tony Abbott did it. But the insights tool will show you that these likes are from hundreds of people in Mauritius (as an example). Great if you’re launching in Mauritius. Not so great otherwise.

It’s time for businesses to realise that the true value in social media and digital strategy is not necessarily around how many likes your page has, or how many followers like your status. It’s about the quality of the connection – does the follower fit your target market? Will engaging with them online increase sales opportunities?

If your social media page has far less followers than your competitors, but over 80% of your followers are your target market, then you’re onto a good thing.

And you should reward yourself with a handful of M&M’s.


 

Contributor:

Hollie Azzopardi, Account Manager for Stolen Quotes

Events 101

We recently hosted the second annual Christmas In July event for Michael Field Pty Ltd with great success. Our secret to hosting a show stopping event starts with the four ‘P’s of event management:

1. The Plan

The first key step is to determine the objective of your event. What do you want to achieve? Are you after brand exposure? Enquiry generation? Networking? With this in mind, formulate a plan for how to achieve it. It’s important to have a clear purpose – without a well-defined objective, you may end up paying a hefty sum for no real reason. Even Jay Gatsby had a reason for all of those grand, lavish parties he held seemingly meaninglessly.

2. The People

This might seem like an obvious statement, but make sure you know everyone that will be involved, from your own staff to attendees. Make sure your team knows exactly what they are doing, when they are doing it, where it’s being done and who they are working with. Also ensure your invite list is succinct and appropriate for your event – you wouldn’t want to invite a brand ambassador for PETA to the launch event for your steakhouse.

3. The Place

We aren’t selling property, but the importance we place on the event location might fool you enough to think so. Select a venue that’s the right size and that will provide the right environment and ambience for the type of event you want to hold. Make sure it’s easy to locate and close to various forms of transportation. If everyone feels comfortable and welcome, you’ve made a home for these people for the night, and they will be extremely grateful.

4. The Provisions

An attendee who is well fed, well watered and well gifted is an attendee who will have nothing but raving reviews about your event, your team and your company. Ensure you cater for all different dietary requirements, that everybody’s glass is always full and that guests leave with a handful of ‘remember-me-by’s.

Of course, these four ‘P’s are just the beginning of a successful event. If you’d like to learn more, feel free to get in touch to find out how we can help you out with the rest.

Contributor:

Jason Gieng, Designer for Stolen Quotes.

Why a great PR campaign is like a pop song.

This is going to be one of those blog posts that you shouldn’t judge by its title. Or maybe you should, depending on whether you’re a fan of pop music or not.

It dawned on me over the weekend, as I was treating myself to a nineties-music marathon (think Backstreet Boys, N’Sync and Hanson…I am not ashamed), that there a number of similarities between a catchy, cheesy pop song and a successful PR campaign.

Don’t see where I’m going with this? Let me break it down for you.

Verse One: The Media Plan

Pick your favourite pop song. Now, sing the very first verse (in your head, preferably). What does it tell you? More often than not, it sets the scene. You are able to pick up on the direction of the song – it’s theme, genre, whether Pitbull is likely to make an appearance…the list goes on.

A great media plan should do the same thing. It should give enough context into the particular campaign – the strategy, outputs and measurements – without challenging War and Peace. A good media plan is clear, catchy and concise.

The Bridge: The Strategic Objective

The bridge is the repetitive part of the song that comes right before the chorus.

The bridge is generally the song’s underlying theme. You won’t be able to quite put your finger on it, but if the bridge isn’t there in the song, it just doesn’t sound right. The bridge brings the song together.

In a good PR campaign, this is the strategic direction of the campaign. Great PR is nothing without strategy. Take strategy away, and you have an empty campaign.

The Chorus: Key Messaging

Choruses are all about repetition. In a good pop song the chorus is catchy, and makes you want to sing along (Mmm Bop anyone?). It takes the bridge to the next level, and expresses the artist’s key purpose for singing the song in the first place.

This is your key messaging. Key messaging is the lifeblood of a great PR campaign. If you don’t have your key messaging organised, you don’t have a story. If you don’t have a story, you definitely don’t have an audience!

A great chorus is what makes the song. Key messaging is what makes the PR campaign. The clearer and catchier you make your key messaging, the more likely a journalist or your target audience will take interest in what you have to say.

Verse Two: Implementation

Verse Two is all about supporting the song. Without Verse Two, the song ends too quickly and listeners lose interest. A great Verse Two progresses the themes in Verse One, and leads into the bridge and second chorus.

This is campaign implementation. It could be a simple press release, or you could be managing a giant experiential marketing campaign. To be successful, the implementation must support the media plan and strategic direction, and be backed up by the key messaging. Now’s the time to bring out the ‘lalalas’ (promotional activity), high notes (growth in online presence) and maybe even a guitar solo (activation or launch event).

Song Ends: ROI

Before the end of a song, there will probably be the repeat of the bridge and chorus at least once before the singer trails off with their ‘ooohs’ and ‘ahhhs’. (In the context of great PR, this is constant referencing of the strategic objective and key messaging.)

Good pop songs leave you wanting more. They stick in your head and make you want to sing them at the next office karaoke night.

A good PR campaign will do the same. If projected ROI is met, the campaign leaves the client singing your praises and asking for an encore. The target audience will be humming along to your tune and journalists will be belting out your song to anyone who listens.

Now, and only now, is the time to take your bow.

Contributor:

Hollie Azzopardi, Account Manager for Stolen Quotes.