March 2nd, 2010 by Wadds

Google knows more about you than your friends and family

Consumers are no longer characterised by demographic thanks to search marketing. Instead they are defined by their personal motivation and interests.

This was the view of Colin Petrie-Norris, Managing Director, International Specific Media, speaking at the FT Digital Media & Broadcasting conference this morning.

Petrie-Norris shared a list of items that he’d searched for in the last few days with the audience. These included a number of innocent products intended as gifts that he said that he would rather not share with his wife to make the point that Google knows more about a user than their friends and family.

A similar point was raised by Sir Martin Sorrell in the Q&A session after his keynote speech. Google now has thousands of data point on an individuals search habits. Why is it then, a member of the audience asked, that Google isn’t using this data to better target customers in real time search.

Sorrell said that when Google CEO Eric Schmidt spoke at WPP’s strategy meeting last year he said that Google planned to start targeting ads based on using algorithms based on your historical searches.

But for now the technology simply isn’t there yet to analyse data and serve a result within a screen refresh according to Petrie-Norris.

The issue of personal privacy was raised several times during the morning’s sessions at the conference. The conclusion was that absolute transparency and opt-in is critical to the success.

“Why wouldn’t you want better targeting advertising?” said Stephen Nuttall, Commercial Director, BSkyB.

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February 11th, 2010 by Wadds

Angry Paperchase customers vent fury on Amazon and Twitter

Paperchase customers are using Twitter and Customer Reviews on Amazon (the product page has since been pulled) to vent their fury at the alleged copyright theft of work by independent artist HiddenEloise.

On Twitter #paperchase is trending and the @paperchaseuk Twitter account has been grabbed by someone offering to help the company respond to its audience. There has been no activity on an official looking Paperchase Facebook page since 2008.

Econsultancy’s Aliya Zaidi has written an excellent summary and analysis of the story making the point that social media has become an incredibly effective tool to expose corporate misdemeanors.

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February 9th, 2010 by Wadds

Ten things you need to know about Google Buzz

Google Buzz started to roll out to Gmail users this evening in a move said to challenge Facebook and Twitter.

  1. It’s available immediately to all Gmail users; unlike Google Wave it isn’t restricted to beta users. According to Google it will appear in your inbox in the next day or so
  2. Google Buzz is a realtime social network like Facebook, Foursquare and Twitter. You can use it to share links, photos, videos, and status updates with your network
  3. Updates from people in your network will automatically be posted your Gmail inbox
  4. The network will prioritise messages from people in your network that the Google Buzz algorithms determine are most relevant to you
  5. Google Buzz incorporates a function similar to Twitter’s retweet. Users can recommend posts that might be of interest to other people in their network
  6. You don’t need to build another network as you’ve done before with networks such as Facebook, Foursquare and Twitter. Google Buzz will use your email history to build out your network. If Gmail isn’t your primary email client consider importing your address book from other email clients
  7. Using the Google Buzz application on your mobile phone (iPhone and Android) will enable you to include a GPS-generated location with your updates
  8. Updates will be made available to everyone in your network and indexed by Google as a default. Privacy settings and user-defined groups will enable information to be locked down
  9. An enterprise version is in the works for companies that want to use it as a social communication platform
  10. Is a competitive threat to other social networks? Potentially, but it depends on uptake. Gmail has 175 million potential users. Facebook has 400 million users. Twitter has an estimated 25 million users
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February 8th, 2010 by Wadds

Google’s Super Bowl ad is a multi-channel marketing experiment

Google has flexed its muscles on the advertising stage, abandoning all talk of accountability and ROI, by running a 52-second commercial during the Super Bowl yesterday.

$3million dollars for 30 seconds is all but out of reach for most advertisers but its loose change for Google.

So why is Google backing an ad campaign on a platform that its CEO Eric Schmidt famously called a “bastion of unaccountability.”

Martin McNulty, director of online agency Forward3D (disclosure: Speed client), says that this is a bid by Google to understand how marketing channels interact and that Google analysts will be closely watching how the ad impacts search traffic.

“Google is nothing if not experimental. It’s a mistake to view this latest campaign as rearguard,” said McNulty.

“Google wants to control (and integrate) every platform and every possible media and what better way to learn the true potential of the world’s most expensive slot than to buy it,” he said.

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January 24th, 2010 by Wadds

Google adds face recognition to Picasa photo editing app

The face recognition and tagging feature on the most recent version of Picasa, Google’s free photo editing app, is astonishing.

The application which has been available since September 2009 scans all the photos on your PC and asks for the name of each of the different people it finds. It then filters and tags each photo where it finds that person. Where it’s unsure it asks for confirmation.

It could almost be magic.

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November 11th, 2009 by Wadds

How do you measure the authority of a blog?

The challenge of identifying the authority of a blog was raised yesterday at econsultancy’s Online PR roundtable.

Technorati recently changed its blog authority ranking to reflect the real time potency of a blog rather than influence over time. Consequently only very high profile blogs are being rated.

The number of inbound links combined with Google PageRank was proposed as a solution at yesterday’s roundtable.

AdAge uses an algorithm based on PostRank, Yahoo InLinks, Alexa Points and Collective Intellect to generate it Top 150 league table. Author Todd Andrik also adds a subjective measure based on frequency, relevance and creativity.

Edelman’s Jonny Bentwood proposes a ranking methodology based on a broader range of variables. These are Google PageRank, inbound links (via Google and Yahoo!), RSS subscriptions (via Google Reader), frequency of postings and most recent post, comments and inbound Twitter links.

How do you measure the authority of a blog?

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October 7th, 2009 by Wadds

Google doodle barcode decoded: Googleg

Today’s Google homepage doodle celebrates the 57th anniversary of the Barcode patent. The barcode contains the tag Googleg, the name of Google’s incoming mail servers. (Via Den of Geek).

barcode

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September 29th, 2009 by Wadds

Google Sidewiki removes control of web pages from brands

BrandsGoogle quietly rolled out Sidewiki last week via its blog. Its the Google way.

It allows anyone with Google account to annotate web pages in a sidebar enabled via the Google Toolbar. It also appears to pull in content related to blog page from Google blogs.

Comments are ordered using an algorithm that promotes the most useful, high-quality entries.

Here’s the irony: Google launched this tool to take control away from brands in the same week that Squidoo launched Brands in Public in a bid to bring control back to brands.

I think I know which of the two products will fly.

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September 15th, 2009 by Wadds

Google in bid to bring physical magazine experience online

fastflipGoogle made another bid yesterday to stake out a role in the future of the newspaper industry with the introduction of Fast Flip.

This new innovation from Google Labs repurposes digital content from newspaper web sites and enables readers to browse articles much like if they were browsing through a physical magazine or newspaper. Articles are organised by popularity or personal preference.

Google is baiting publishers with the promise of revenue of a significant revenue share from ads on Fast Flip’s pages.


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September 14th, 2009 by Wadds

Could Google recover revenue for the newspaper industry online?

According to Harvard University’s Nieman Journalism Lab, Google is developing a micropayment platform that would provide a number of mechanisms for newspaper publishers to charge for content online.

Google’s proposals come in response to a request for information to technology firms from the Newspaper Association of America’s for revenue-content proposals.

In the document […] Google outlines its “vision of a premium content ecosystem” that includes subscriptions across multiple news sites, syndication on third-party sites, accessibility to search, and various payment options, including small fees for access to individual pieces of content.

Technology is one thing. But what the newspaper industry needs is new models. I’m surprised that the proposals aren’t braver. If Google’s ad network was overlaid wholesale on a newspaper web site would it generate sufficient revenue to make it a viable commercial proposition?


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August 19th, 2009 by Wadds

Google Insight predicts likely success of online campaigns

Image representing Google as depicted in Crunc...
Image via CrunchBase

Google released an update yesterday to its Insight tool that provides information on historical search trends. It now includes now includes predictions for future search volumes.

Google Insight was already a powerful tool for campaign planning. The addition of predictive data makes its possible to model search volumes around keyword scenarios.

Now you can predict how successful an SEO campaign is likely to before its launched.

It also provides interesting insights into market dynamics. Andy Smith got there first. He’s punched a series of keyword strings through the new Google tool.


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July 13th, 2009 by Wadds

Google signs up to Twitter

Google has created 50 Twitter accounts to reach out to its customers. Topics include corporate, geo, ads, developer, technical and regional. More here.

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June 10th, 2009 by Wadds

Search cut through in less than an hour (for a niche term)

Using the natural search authority of a user generated content (UGC) or social media web site it’s possible to post content and top a Google search in a short period of time. Assuming that you are chasing an unusual search term.

allotmentThe image that I posted to flickr tonight of my desktop micro allotment project was indexed by Google in less than 60 minutes. The flickr photo description directs you to my blog for more information. I’ve successful captured the number top slot for a Google search term and am directing traffic to my site.

Google’s Keyword Tool reports that there are limited numbers of web users searching for the string “desktop allotment” of course, so what’s the point? But that could be part of a sales plan for to tackle a niche market. I can build content elsewhere on the internet around the string and define a new term. Motivated searchers will follow.

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May 18th, 2009 by Wadds

Measuring the National Work from Home Day digital communications campaign

Matt Watson’s Google Map mash-up acted as a focus for National Work from Home Day on Friday. People working from home were asked to mark the day by tweeting a tag (#NWFHD) and their postcode.

twittermap150 home workers added themselves to the National Work from Home Day map during a six hour period. Matt has generated a final Google map that shows everyone’s location. The project generated more than 270 tweets attracting the attention of Sky News’ Ruth Barnett, the BBC’s Maggie Philbin and Rory Cellan-Jones, Oranges’ Matthew Horton and the Independent’s Alex Johnson.

More than 1,000 unique visitors sought out the mashup map on the Speed web site (verified via web analytics and the use of a bit.ly link). It also attracted more than ten pieces of editorial content ranging from the BBC and the Independent, through to independent bloggers.

The project was inspired by the #UKSNOW mashup devised by software programmer Ben Marsh earlier this year. Ben’s map allowed Twitter users to plot areas of snowfall across the UK in real time during periods of heavy snow.

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May 17th, 2009 by Wadds

Google relaxes keyword restrictions – but not enough for Speed

Google is loosening restrictions on trademarked terms for its advertisers according to econsultancy. You can now mention trademarked names in Google Ads. Previously you had to be the trademark owner.

According to econsultancy’s Meghan Keane:

“Google has been slowly easing standards on its advertising for months, as companies have been bidding less on keyword search terms and the economy has forced margins ever slimmer”.

But Google isn’t relaxing its keyword editorial policy in any other area. Alcohol, drugs, gambling, and prostitution, among others, remain no go. We still can’t use Speed.speed

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