The Case for Google+

by Jon Pushkin under

By Maribeth Neelis

Once upon a time (like six months ago), most of us thought of Google+ as a ghost town. Maybe we had a profile, as a result of having a Gmail account. But we didn’t click on that “View Profile” button at the top right corner of the page very often.

Sometimes we would be alerted to the fact that someone had added us into a circle. We usually ignored this notification and checked our Facebook newsfeed for the 47th time that day.
But listen up, folks, Google (per usual) is making moves. They are integrating several  Google products (YouTube, Drive, Gmail, Maps) into Google+ and thus increasing the number of G+ users worldwide.

Ultimately, this integration will lead to a better user experience. Imagine a version of Yelp where your friends’ reviews or places nearby move to the top. Picture a video chat with your friend or potential client. Except, you don’t have to download Skype. It can all be set up through Gmail and then stored on your YouTube channel afterward.

For businesses using G+, this integration means access to more prospects across several mediums. It can also serve as a way for companies using G+ to communicate amongst themselves.

The low-down on some Google+ features:

Circles
  • When you add a contact, you assign them to one or more circles (in-store customers; online customers; partners; industry leaders; business friends; coworkers; etc.). You can create targeted messages for each of your circles.
  • You can share circles publicly or privately. Publicly, you could share a circle of team members on Google+ to help customers. Privately, you could share a circle of people to attended a recent webinar or event, so they can then all follow each other. You can also invite an entire circle to a Hangout to collaborate.
  • You can literally create whatever circles you want. And no one can see what circle they fall into. So “People who talk too much” will never know how you really feel.


Communities
  • There are public and private communities that allow you to join or create groups around interests, or even brands. Unlike on Facebook, you can join a G+ community as a brand and interact with influencers and experts, as well as current and potential customers.
  • A great example: Ford Motor Company has a Ford Photo Community where members can share their Ford-related images.


Hangouts
  • You can hold video chat sessions with an unlimited number of people, broadest in real time and saved to your YouTube channel. You can slide share, collaborate with clients and colleagues and broadcast events and interviews. 
  • A great example: VeteransUnited uses Hangouts to educate veterans on how to use their VA benefit to get a home loan. It also partners with a nonprofit to create “virtual walks” where able-bodied citizens record their visit to different locations acting as the virtual eyes and ears for disabled vets.
  • Ready to get started? Read about how to set up your profile, create a business page and optimize your account to reach the greatest number of people.
Ready to get started? Begin by creating a profile, adding your info and finding people you know. And, stay tuned for more about how people and companies are using Google+.


Posted by Jon Pushkin at 9:24 AM 11 comments

Pinspiration: Learn to Use Pinterest Successfully

by Jon Pushkin under


Sure, Pinterest started out as the place where (mostly) women pinned DIY projects, inventive recipes and home decor ideas. To a large degree, it still is. But that's changing as more big name brands are harnessing the power of pinning.

If the site's vivid, attractive images haven't lured you down the rabbit hole toward the dream of a more marvelous life, here's the gist.

Users, called "pinners," create and manage pinboards around certain themes, browse other users’ boards and repin or like images they fancy.
  • When you share an image, it’s called a pin.
  • When you share someone else’s pin, it’s called a repin.
  • You can pin images you find online or upload them from your computer.
  • After installing the Pinit button, you can share images from any website directly from your browser.
  • You can also share pins on Facebook and Twitter.
  • When you follow another pinner's board, you'll see her (or his) latest pins on your homepage. Kind of like the Facebook newsfeed. 
So, why is Pinterest relevant to you or your business?

It's growing. The company was recently valued at $3.8 billion and had 50 million unique visitors in September 2013. It drives more revenue than Twitter or Facebook.

It is transforming into a visual search engine. As more people use the site, it's becoming a place people go to find more specific results. Do a Google or Bing search for garage organization; you will get a list of products and stores where you can find them. A Pinterest search displays an inspiring, visual catalog of resources and ideas.  

It's a top of funnel marketing source. It can introduce new customers to your website, if they click on an image you post. Not only that, your customers and clients can share your pins, directing their followers to your website or Pinterest page.
Check out these 10 innovative uses of Pinterest.

OK, you say, but my company sells insurance or blenders, or I do people's taxes. The ways to use Pinterest are more obvious, if you're an interior decorator or work for a company that sells apparel. But, when you think creatively, Pinterest can be an effective marketing tool for any brand. Bonus: it's fun to use.

Check out these boards from companies that have found interesting ways to develop or adapt content to be successful on Pinterest.



Lowe's pins DIY projects from bloggers that can be made from products found at Lowe’s.

Why is works: This is an example or a company using Pinterest to drive traffic to its site and sell products. The board contains helpful content, much of it user-generated, which makes it more sharable. But it also piques customers' interest and gives them a reason to come into the store.



WSJ pins original graphics.

Why it works: The board creates something compelling and informative from dense subject matter. It's a great example of how you can repurpose content you have already created into something pin-worthy. (It would be even better, if the images linked to the WSJ website.)



GE pins inspirational quotes from GE founder Thomas Edison.

Why it works: The pins are uplifting and visually appealing. This board proves that even a B2B company can recast itself for this medium. A Pinterest board doesn't have to be all about products. It can be about showcasing your brand and building awareness.



Sephora pins helpful tutorials from its community.

Why it works: The pins are helpful, attractive and, in many cases, from the Sephora community. Sephora understands its customers and has designed a board around their passions, making them more likely to contribute and repin.



Chobani pins workouts, fitness tips and health information from across the web.

Why it works: It provides valuable information targeted toward the interests of Chobani's community.  It's an excellent example of how a Pinterest board can be themed around a concept other than your product or service.




MCNG pins infographics about social media.

Why it works: The pins are illustrative and helpful. MCNG demonstrates that even a company selling a service, instead of a product, can create dynamic Pinterest boards.

If you haven't thought of at least one cool way your company can use Pinterest, let me know, and I will help you brainstorm.
Posted by Jon Pushkin at 12:05 PM 2 comments

The Stream and Four Online Media Trends to Look for in 2014

by Jon Pushkin under

By Maribeth Neelis

The Stream, described in detail by Alexis Madrigal of The Atlantic, has been the organizing metaphor of the internet since 2009. Think about how a blog is structured. Content is placed in reverse chronological order—newest is at the top, and recency is rewarded by the search engines. That is The Stream, and like a flowing waterway, The Stream is never ending.

In an internet where the content is infinite, The Stream offered order.  But, for some, the flood of content to our inboxes, Facebook and Twitter feeds and news aggregators has become a bit of a burden. And it is not slowing down; the indexed web now has 1.66 billion pages.

But Madrigal suggests a change is on the horizon, that the internet may be in a period of flux, beginning to rebalance and start making more durable things.

He sites some big product and service ideas from 2013 that suggest a shift.
  • The emergence of SnapChat, an ephemeral photo sharing app
  • The launch of Medium, a site designed around collections of work
  • The popularity of Reddit, which he describes as more like a hive than a stream
  • The rise of paywalls by newspapers and magazines that are, in essence, removing themselves from The Stream, at least for non-subscribers
  • The viral successes, Upworthy, ViralNova, TwentyTwoWords, FaithIt, that take advantage of the structure of the stream, creating idealized stories with a beginning, middle and end
  • The changes to Facebook’s newsfeed algorithm that have started giving more attention to older, better performing posts
Several other trends have emerged. Some attempt to manage or counter the effects of The Stream; others are departing from the model altogether, attempting to create something evergreen and valuable, rather than churn out content.

The Longform Renaissance
With the advent and proliferation of smartphones, tablets and readers, longfrom, narrative journalism, the kind that takes 10,000 plus words to unfold, appears to be making a comeback. Last October, Pew Research Center found that 73 percent of tablet owners access longform content either regularly or sometimes; 19 percent do so each day. Meanwhile, prominent newspapers, like New York Times, and newer outfits, like Atavist and Narratively are pairing compelling narrative with multimedia embellishments. (Seriously, check this out!)

Simplicity Reigns
The sheer amount of content available is overwhelming. So it stands to reason that consumers are putting a higher value on simplicity. Whether it’s your website, social media presence, or brand messaging, simpler is better.

As an article by Forbes explained: “There is a sense that from the hyper-connectivity of our highly-digitized lives to the bright, flashy, complicated sensory input we’re fed everyday, there is no way to continue at this pace. As a result, 2013 is likely to be a year where the most successful marketing strategies will be ones that are not only simple in nature, but promote goods and services that serve to simplify the consumer’s life, or even just their customer experience.”

Like this VIP fridge magnet from Dubai's Red Tomato Pizza that allows customers to order a pizza with the touch of a button.



Image-Centric Content
Many marketers are standing out with image and video content that is quickly and easily digestible. Social media sites, like Buzzfeed and Pinterest, have seen success by adopting this model from the beginning. And successful blog posts with the most social shares usually incorporate some visual element.

Free People on Pinterest


The Diversification of Social Media
With more and varied content, it makes sense that new social media will arise to organize and share it. Most marketers focus their energy on Facebook and Twitter, a solid strategy. But as different sites (Pinterest, Google+, Instagram, Tumblr) gain popularity, it’s worthwhile to diversify your social media efforts and produce content in a variety of forms, depending on which network best fits your business.

What other trends have you noticed out there?


Posted by Jon Pushkin at 1:58 PM 2 comments

Celebrate the Season: Think Abundantly

by Jon Pushkin under
By Maribeth Neelis

Around this time of year, we're reminded to appreciate what we have. But even though we may be grateful, in this digital age, it’s difficult not to compare ourselves to others and determine that we’re coming up short. There is a related philosophy that suggests the existence of two polar views: abundance and scarcity.

Originally based off of an economic principle and later adopted by the field of organizational development, the concept of abundance vs. scarcity can also be viewed as a personal philosophy that you can apply to your own life. Some say maintaining an abundant mental model will actually help you become more successful.

A mentality of scarcity reveals the overwhelming lack in life; one person’s success is another’s failure and there are few chances allotted to each person.

Scarcity sounds like:
  •  “I’ll never be as successful as the people I read about in magazines.”
  • “My company will never have enough clients to compete with the big guys.”
  • “There are just no new ideas left to have. Everything creative has already been thought of.”

As you might expect, this outlook provokes fear, anxiety, and desperation. On the other hand, the model of abundance suggests there are many opportunities afforded to all and we can prosper together.

Abundance sounds like:
  • “I’m excited for the challenge of creating my own success and good fortune.”
  • “There are plenty of potential clients out there who I can help.”
  • “The potential for new ideas is limitless.”

This way of thinking lifts pressure and inspires courage.

Focus on Scarcity and You Will Find It

You can often hear people trying to disprove abundance by giving examples of the lack around them. Sometimes it can certainly seem as though you have to work really hard just to make ends meet, or that life isn’t fair for you compared to others, but this mindset fails to take into account one very important thing: you usually see what you are looking for.

If you are searching for scarcity, you will surely find it. By focusing on all the things you lack, you are inviting more of the same into your life. Conversely, abundance as a mindset creates a different path where you focus on the things you have in plenty and the amazing experiences that you keep coming across.

This outlook is not meant to deny that there is hardship, merely that there is no reason to prepare yourself for hardship by focusing on it daily in the form of all the things you don’t have or all the ways things might go wrong. This doesn’t actually help you avoid a negative outcome; in fact, it ensures its likelihood all the more.

From the abundant view, life is fun and worth living; we’re not competing with everyone, we’re all in it together, and mistakes aren't catastrophic because they help us better ourselves and continue after our objectives. From this standpoint, focusing on the good areas of life and on their goals, people start to see more of the possibilities available to them. Not to mention, if someone is just enjoying the ride, they don’t have to take every misstep so seriously.

How to Develop an Abundant Mindset

Focus on abundance, rather than lack.
What you focus on in your world is what you will see. Turn the areas in which you see lack into opportunities for abundance. For example, don’t stress out about not having enough work or an unfulfilling job. Instead, focus on all the possible ways there are to build your business or expand your skillset. Brainstorm all the ways you can do what you are passionate about outside of work. The more you place your energy here, the more likely it is that you will see things you had previously missed.

Develop an attitude of gratitude.
When it’s hard to be grateful, start small. Every day, make a point to notice the little things that you enjoy. This allows you to see the abundance in your world. Unlike scarcity, which makes you pull in, a grateful demeanor creates space in which to see opportunities.

Pick up on good vibrations.
If commercials and social media can cause you to think in terms of lack, then you can change your input in order to think abundantly instead. Be selective with what you take into your mind. Surround yourself with optimistic people, read up on ways to increase your own positivity, and cultivate happiness by celebrating others’ success instead of just your own.

Share what you have.
If you feel you don’t have enough of something, give some of it away. Not enough money? Donate $5 to a local charity. Not enough love? Do something nice for a friend. While seemingly counter-intuitive, giving away the thing you feel you lack, will demonstrate how you actually have it in abundance and help you feel more appreciative.

Happy Thanksgiving week!

Additional Reading:
Covey, S. R. (2004). The 7 habits of highly effective people: Restoring the character ethic. New York: Free Press.
Orman, S. (2001). The courage to be rich: Creating a life of material and spiritual abundance. New York: Riverhead Trade.


Posted by Jon Pushkin at 11:29 AM 1 comments

What's in a Brand? Everything.

by Jon Pushkin under
By Jon Pushkin

Your brand is your promise. It defines what you stand for, but it only retains its value if you are committed to delivering on that promise. Successful brands connect with their audience through authenticity, and audiences tend to be very loyal to brands that represent their own values. Cross an audience and you’ve lost them. Maybe forever.

A tagline is a short summary of your brand. It’s typically a few words that accompanies your logo and encapsulates your brand promise. We’ve recently gone through a process of defining a tagline with several of our clients. Taglines are subjective. It’s hard to please everyone and everyone has an opinion about what works or not.

There are two types of taglines. One is a positioning statement. It differentiates you from your competitors. It stakes out your turf and claims your position in the marketplace.  The other type of tagline is a slogan. It’s your battle cry. It’s what your army shouts as it is running downhill toward the enemy. Here are some familiar taglines. Can you determine which of these are positioning statements and which ones are slogans?

Hertz: We’re Number 1
VW: Think Small
Nike: Just Do It
Budweiser: The King of Beers
BMW: The Ultimate Driving Machine
Kaiser: Thrive
Memorial Sloan Kettering Cancer Center: The best cancer care. Anywhere.
KFC: Finger Lickn’ Good

Like designing a logo, the process of choosing a tagline can be contentious.  Here are some ways to make it easier:

  • Make the process inclusive. Involve staff, board members or other stakeholders. Encourage their input and participation.
  • Begin by identifying the most important attributes that define the brand. Look for areas of consensus.
  • Determine if a positioning statement or a slogan will be most effective. Test three to five possibilities to see which ones feel best.  


A good tagline can help define your brand and build loyalty for your target audience. But like a handshake, it is a promise that is only as good as your ability to stand behind it.


 


Posted by Jon Pushkin at 8:10 AM 2 comments

Expand Your Mind and Pass the Time with a Podcast

by Jon Pushkin under

By Maribeth Neelis

Now ubiquitous, the podcast has only been around about a decade becoming popular along with the advent of the iPod and other portable media devices. While the term podcast encompasses any digital media presented in an episodic format and subscribed to or streamed on a computer or mobile device, it is usually in an audio format, like a radio program that is tailored to your interests.

There are now over 100,000 podcasts out there to choose from on a wide range of subject matter. They are a great diversion for a long commute, a gym session or a day of household chores.

In celebration of their almost 10th birthday, here’s a list of some that are worth checking out. Also, browse the list of free podcasts on iTunes or the NPR Podcast Directory; you are bound to find something that strikes your fancy.

Science and Tech

RadioLab
Radiolab is sort of about science, but also philosophy and humanity. Recent topics include: why people aren’t afraid of quicksand anymore, an examination of blame and why it’s necessary, and blood—everything you ever wanted to know.

Neuropod
This monthly podcast covers the latest brain research. Have you ever wondered how the brain imagines new experiences, like nutella pesto, how hypnosis works (or doesn’t), or what genes are behind Alzheimer’s? This show is for you.

Berkman Center for Internet and Society
MediaBerkman is produced by the Berkman Center for Internet and Society at Harvard Law School. It features conversations with leading scholars, entrepreneurs, activists, and policymakers as they discuss topics like, knowledge creation and distribution in the digital age and the implication of the internet on things like art, education and surveillance and security.

Find more science podcasts here.

Culture

Bulleseye
This podcast is a collection of interviews, cultural picks and discussion of current topics. Recently, the host, Jesse Thorn, interviewed writer/director Nicole Holofcener about her latest film Enough Said staring Julia Louis Dreyfus and the late James Gandolfini.

Studio 360
Studio 360 delves into our dynamic cultural landscape looking at what’s happening in pop culture and the arts each week. Need to know what movie to see this weekend, what new book to read or what song you have to hear? Have a listen.

To the Best of Our Knowledge
This podcast, abbreviated TTBOOK, produces two-hour shows each week revolving around themes, like "Are Humans Innately Good" or "Revenge of the Nerds." Shows include interviews, stories, debates and scientific facts and stats.

Ten more culture podcasts to consider.

History and General Interest

Stuff You Should Know
Curious about Jack the Ripper, how handwriting analysis works, or the lowdown on diplomatic immunity? Co-hosts Chuck Bryant and Josh Clark educate listeners on all kinds of things they never knew they wanted to know.

On Being
On Being examines life’s big questions on topics, like religion, ethics, spirituality, and finding purpose and meaning. In recent shows, the host, Krista Tippett, interviewed Thich Nhat Hanh about Mindfulness, Suffering, and Engaged Buddhism, and explored the joy of math with Stanford University’s Keith Devlin.

99% Invisible
This show is about design, architecture and the 99 percent invisible activity that shapes our world, such as bubble houses or the broadcast clock.

Want more options, give these news and general interest podcasts a listen.

How to Listen

You can find all these podcasts online and listen or subscribe via RSS. Or, download a podcast app on your mobile device, and search for and download podcasts directly onto your phone or tablet. Most podcast apps will update automatically, so you will always have the latest episode.
Posted by Jon Pushkin at 11:41 AM 1 comments
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