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November 15th, 2011 by Wadds

Client briefing paper: Google+ for business and brands

Google+ Client Briefing PaperGoogle has extended the functionality of Google+ to businesses and brands through Google+ Pages. The search giant has firmly set its sights on LinkedIn, Facebook and Twitter.

But Google’s strengths lie in search and location. Critics believe its history of developing social media products has been indifferent. What makes Google+ and Google+ Pages any different?

The current Google+ user base is small, and for many brands, the audience may not be relevant. It is still very much the domain of early adopters and the tech savvy, and has yet to attract a broad user base.

The strongest case for brands to make use of Google+ is for media. Google+ offers media brands an opportunity to syndicate content and scoop up clicks. While this may not be social, it is early days for the platform.

Increasingly consumers seek to connect all elements of their life, from checking in to cafes on FourSquare to tagging family and friends in pictures on Facebook. Google extends a user’s presence across their Google products, delivering a positive impact on search results.

Brands should consider building a Google+ brand page to address issues such as governance, brand name protection; and to explore the integration between Google+ and other Google applications such as Google Places and search.

We’ve produced a client briefing paper on Google+ and how your company could be using Google+ Pages; please drop Dan Howe a line if you’d like a copy.

November 8th, 2011 by Wadds

Google+ for businesses: a shop front without customers?

I’m not going to write a blog post about how to create a Google+ page. Plenty of other bloggers have covered that off.

What I am going to do is ask you to stop and think before you start creating your page. Ask yourself if your customers are on Google+? If not why would you want to create a profile on yet another network?

There’s a strong case to be made for media businesses seeking to syndicate content and scoop up clicks to be first to Google+. Tech titles eWeek Labs, SlashGear, and TechRadar have already signed-up.

This makes sense. Early users to Google+ are tech savvy. But this isn’t engagement; its syndication.

If your business is anything other than media your customers, for now, almost certainly elsewhere.

There are some reasons for businesses to be on Google+ such as governance, IP protection, future proof your audience, and to explore the integration between Google+ with other services such as Google Places.

This was the rationale raised by people in my Twitter network this morning.

To date Google has failed in its attempts to build a social network and for now Facebook, LinkedIn and Twitter dominate. Its challenge is to persuade audiences to move from these existing networks.

My test for a new technology is the speed with which members of my family adopt it. So far I’m the only person on the network.

As Jas Dhaliwal (@jas) said for now at least it’s likely that Google+ will consist of thousands of empty pages.

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September 7th, 2011 by Wadds

The iPad press office: 10 apps and cloud based services

Speed’s John Brown looks into the future of the press office

In 1993 I worked in the Press Office for the British Touring cars. The press team used to travel to circuits with suitcases of kit so that we could write and distribute content for each race. Grid starts and results were printed, faxed or emailed to journalists, always assuming that we could find a spare phone line to hook up a 9.6kps modem.

Now you’d just take an iPad and hook-up to the local wi-fi. In fact we’ve created an iPad press office for people traveling to events such as IBC this weekend. These are iPads loaded with media and PR apps and links. Here are our ten must have iPad applications or cloud services for the iPad press office.

1. Blogs – use your favourite blogging platform to upload and share content from your event. We typically use Posterous or Tumblr for short lived campaigns and WordPress for social media press rooms, but it varies from client-to-client.

2. iPhoto – discovering dongles that enable digital cameras to be hooked up to an iPad has dramatically increased my personal usage of the iPad. You can download photos or video into iPhoto and select and share your best content. Its great for editing down a stack of photos.

3. Google documents – there’s no longer any need to carry paper copies of documents. Load them up to a cloud based service (Google documents is free) and share them with your team. You can review and edit them on the move.

4. Dropbox – Google documents is a good way of sharing documents. But if you’re looking for more there’s Dropbox a cloud based way of syncing any type of content between difference devices. Up to 2GB of storage is free.

5. Twitter – increasingly the preferred means of communication with journalists. Your favourite Twitter interface is almost certainly available as app. Preload searches for monitoring and lists so that you can segment the audience at an event.

6. Google Alerts – like Twitter search Google Alerts is a tool that has radically changed monitoring. Set up Google Alert and use the iPad email service to provide a first line of reporting on the web.

7. Flickr – when it comes to photo sharing, captioning and tagging, Flickr is the grandfather. There are apps of varying quality for directly uploading images to the network but we’d recommend Flickr.

8. Media – almost all forms of the media are available via the web. Use apps or your browser for online content, Internet Radio Box for radio and TVCatchup or apps such as BBC iPlayer for television monitoring.

9. Travel – live flight, train, traffic and tube timetables are available via the app store, so there is no excuse for ever being late, and if you need a cab in London you can book via the Addison Lee apps.

10. Google Maps – if you’re visiting a new location Google Maps is an excellent way of finding your way around. Preload locations by creating user defined maps.

What PR and media apps or cloud based services would your recommend?

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August 26th, 2011 by Wadds

UK internet infrastructure barrier to Google TV

Google chairman Eric Schmidt is in the UK tonight to deliver the MacTaggart lecture at the Edinburgh Television Festival. He is expected to announce plans to roll out a UK internet TV service delivered via a set top box that enables users to switch between television and web services.

Google TV will combine apps and search in a simple user interface. It sounds very like boxes already being available from Apple, BT, Panasonic, Samsung, Sony and others.

We’ve got a Sony box at home that integrates terrestrial and satellite channels with internet services such as BBC iPlayer, LoveFilm and YouTube. The interface is a bit clunky and no doubt this is something that Google will focus on as a point of differentiation.

But price and product design alone aren’t going to accelerate the adoption of internet TV services in the UK.

The critical issue is broadband access speeds and that’s beyond Google’s control. UK networks simply can’t yet deliver a satellite or terrestrial experience over the internet.

If we want to watch a film at home we need to download it an hour or so in advance. BBC iPlayer stutters and stalls depending on the time of day.

The Government’s ambition is that the UK should have the best broadband network in Europe by 2015, with 90% of homes and businesses having access to up to 40MBps superfast broadband and the balance should have access to at least 2MBps.

BT and Virgin Media are in the process of building out their optical fibre networks but will only invest in areas where it is economically viable. This means that approximately one-third of the UK will miss out.

Broadband Delivery UK (BDUK) part of the Department of the Culture, Media and Sport, has been set-up with a fund of £530 million from the TV licence fee to bridge the gap. Local County Councils are to apply for the investment by developing a local broadband plan.

Broadband marketing by service providers always focuses on download speeds. Upload speeds are typically much slower. My domestic service has a download speed of 3MBps but uploads are less than 10% of this speed.

Only superfast broadband will close this gap and make services such as internet television viable.

The Google TV service will launch in the UK by March 2012 following a rollout in the US.

Good luck Google. But we need investment in our Internet infrastructure before Google TV will go mainstream.

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May 25th, 2011 by Wadds

Dan Lyons on why Facebook smeared Google

Dan Lyons, the Newsweek journalist that broke the Facebook smear story delighted the audience at Thinking Digital at the Sage in Newcastle this afternoon, by sharing gossip behind the story.

“Facebook was pissed off with Google for scrapping content from the open web including content from the social network,” he said.

Google has found a way to tunnel into Facebook a grab user data and content the asset on which its business is built he explained. Scrapping Facebook has become possible since the network changed its privacy last year and opened its content to the web.

“Google can scrap your Facebook page and grab the then contacts that are served to the web and then reserve the page and grab the next ten friends. Pretty quickly it can grab your entire social network,” said Lyons.

The new battle ground on the web is closed networks according to Lyons. We are returning to a time when a few large companies are attempting to own the web he said.

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March 1st, 2011 by Wadds

Google algorithm change aimed at content farms

I’m late to this. Google made significant changes to its search algorithm on Friday. A change which it reckons will “noticeably” impact almost 12 per cent of its queries.

Google fellow Amut Singhal and principal engineer Matt Fellows said that the update is designed “to reduced rankings from low quality sites […] which are low value to users, copy content from other websites or sites that are just not very useful.”

Google has avoided specifically answering whether or not this change is intended to land a body blow to content farms but I don’t think it could be much clearer. The change has been made in the US with other regions to follow.

Broadstuff’s Alan Patrick justifiably calls “Told Ya So”. He first wrote about the increasingly uselessness of Google search on 2 January.

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August 6th, 2010 by Wadds

Getting ahead and getting hired in social media and digital PR

I ran a workshop last tonight as part of the CIPR Summer Social series on building your personal reputation online. It’s never been easier to manage your personal reputation by building networks and publishing your work.

Here’s the deck.

It kicks with an audit of your online reputation or web footprint and then describes how to create profiles on LinkedIn and Twitter, build networks and publish content. It includes case studies from people that have used social media to build their personal profile and secure jobs and concludes with a discussion about dealing with less favourable content.

I’ve pulled examples and case studies from around the social web and am grateful (pause for breath) to Ben Cotton, Carolyn Mendelsohn, Jed Hallam, Josh Halliday, Laura Tosney, Matt Watson, Mike Litman, Neville Hobson, Phil Sheldrake, Shel Holtz and Stephen Davies.

I’ll follow with a blog post next week with personal recommendations from some of this gang about how they’ve used social media to build their personal reputation.

If you’re interested in exploring this topic further I recommend you check out Antony Mayfield’s Me and My Web Shadow: How to Manage Your Reputation Online.

Steve’s up next week at the CIPR Summer Social series on word of mouth.

August 4th, 2010 by Wadds

Escherman and Realwire on online PR reach versus engagement

Escherman’s Andrew Smith and Realwire’s Adam Parker have scrutinised the reach versus engagement for 50 online news sites ranging from Heat to The Economist.

“In the past, the notion of measuring engagement with editorial content was largely theoretical.  Circulation and readership figures were treated as proxies for engagement,” say Smith.

But for online PR, Google tools provide hard numbers. Parker and Smith define reach as the number of views that a page receives and engagement as the amount of time that a person spends on a page.

They find that visitors spend a widely varying amount of time on different news sites and predict how many words they are likely to have read per page.

“[…] as a general rule, specialist titles seem to have lower numbers of visitors and page views, but tend to have far higher engagement with content,” says Smith.

There is one exception. News sites such as Reuters that act as a syndication service have a high level of reach and engagement.

The lessons for online PR are clear.

  • Don’t chase sites with large circulation numbers as engagement is likely to be low
  • Plan your campaigns and target content at sites where your audience is engaged
  • The higher up a story you get your content the more likely it is to be read
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July 19th, 2010 by Wadds

Using AlertMe for domestic energy management via iPhone and web

If you’re a regular follower of this blog, my Flickr feed or Grumpy Environmentalist column you’ll know that my family is renovating a 300-year old farmhouse in Northumberland around eco-principals insofar as possible.

Here’s another Internet of Things project that we’ve recently incorporated into the building to monitor energy usage.

It uses kit supplied by AlertMe to deliver information about electricity usage in the house to a web app, an iPhone app and Google’s energy meter. It’s a neat solution that provides an impetus for changing your energy usage habits.

The ‘always-on’ reading has made us very disciplined about turning appliances off and has prompted a rethink of lighting and white goods.

Check out the graph for yourself. You can spot the load from devices on standby and when the washing machine and dishwasher are used.

In time we’ll use the Internet and home network to remotely control electrical appliances in the house.

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March 28th, 2010 by Wadds

How do you make money from online news content?

We’ve seemingly spent the past six-months obsessing about online business models for traditional media. That was the view of Emily Bell, the Guardian’s director of digital content, speaking at The Guardian’s Changing Media Conference two weeks ago. She’s spot on.

But with Murdoch’s move to erect a paywall around Times Online from June we’ve now seen almost all of the broadsheet newspapers set out their stall for generating income from content online – and all are taking very different approaches.

Here’s a summary.

As the Financial Times has demonstrated success requires a mix of business model and distinctive editorial – particularly when the BBC and others provide so much news content for free.

The attitude of broadsheet publishers to aggregators and search is less clear. The Times recently started blocking clipping agency Meltwater and aggregator NewsNow, but for now at least it is allowing Google in.

Google aggressively counters the claim that it is a parasite feeding off traditional media.

Speaking at the Financial Times Media & Broadcast Conference at the beginning of the March, Google UK’s managing director Matt Brittin said that the search engine was a virtual newsagent that sent four billion clicks a month to online news web sites.

So which model will work? There’s no way of telling. If I knew the answer I’d be seeking out an opportunity to invest behind one of these emerging business models.

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