What is Yahoo up to (part 2)

Yahoo has recently completed the integration of their content network, Associated Content. According to a quote published in Ad Age Yahoo had this to say of the change: “It’s not a vendor kind of relationship anymore, it’s baked in,” said Associated founder Luke Beatty. “Now, you’ll be publishing in the context of the largest online media company in the world.”

The new integration will allow Yahoo the opportunity to control its content. For example, it can send out calls for timely articles and across various content beats.

As Google continues to make updates to its algorithm, it is nice to see that Yahoo is making its own adjustments. Focusing on content could also be a very smart way to compete against Google, which does not focus on this. If Yahoo starts publishing exclusive, fresh content, I could start using their engine more. What about you?

LA Kings Hashtag Battle

The LA Kings and Colorado Avalanche are proving the power of social media–specifially Twitter–with their recent Hashtag Battle. The two NHL hockey teams went head to head to activate their fans and promote cancer awareness. The challenge encouraged team fans to tweet during last Saturday’s  game with the hashtag #gokings or #goavs, and $1 was donated for each tag. The Kings won with 29,374 hashtags, and in total over $43,000 was raised. The Kings were also the top trending Twitter topic on Saturday.

Besides being a great project, perfectly aligned with the Kings and Avalanche’s fans, it shows how companies can engage with their target audiences and support a good cause. Their efforts were recently featured in Fast Company as an example of how brands are using social media to reach mass audiences with a personal touch.

For more information about the contest, continue on to the NHL Hashtag battle webpage.

About the LA Kings

The Los Angeles Kings are one of the most exciting, up-and-coming teams in the National Hockey League.  For more information log onto www.LAKings.com.  Or to keep up with the Kings on Twitter and follow @LAKings

What you need to know about the Yahoo and Bing Merger – Unified Marketplace

Yahoo and Bing Merger – Unified Marketplace

The Yahoo-Bing search alliance, also known as Unified Marketplace, is a partnership that means that search results for both organic and paid search campaigns on yahoo.com and bing.com will be powered by the MSN/Bing algorithm.

Microsoft’s acquisition of Yahoo shows their desire to increase market share, which now represents about 30% of all searches. This new marriage between the number two and number three search engines will have a significant impact on how search experts plan, manage and optimize campaigns. Subsequently, marketers could see a dramatic impact if the transition is not managed properly.

At first, Yahoo’s users might not notice a change in search listings when their results are driven by Bing’s algorithm. The first thing that most users will notice is a change in paid search ads that appear on Yahoo.com. The Bing algorithm is much more sensitive to campaign quality and the relevancy of keywords to landing pages—especially when compared to Yahoo’s algorithm that is based heavily on click thru rates. Therefore, paid search marketing options for refined, long tail keywords could diminish as landing page quality and relevancy will suffer.

Implications for Paid Search

• Decrease in impressions and click volume
• Increase in CPCs
• Potential Increase in CVR

Paid search experts need to be much more strategic with their campaigns from ad copy to keyword-specific landing pages. The Bing algorithm shows only the most relevant keywords/ ads and landing pages for campaigns, so it is essential that best practices are required. Marketers that use one landing page for their search efforts will lose major ground to more strategic campaigns. They will also see a large decrease in impression share from Yahoo and Bing search traffic. Implementing these mandatory best practices will benefit Google campaigns as well because they will help increase Google’s quality score, decrease CPCs and increase overall market share on targeted keywords.

Initially, Unified Marketplace is going to be a very unpredictable channel as numerous advertisers have not historically managed a Bing paid search account. With new advertisers entering the market, CPCs will be all over the place with practitioners making quick adjustments to their new campaigns. Other advertisers will also be testing the waters with Unified Marketplace and trying to identify a new ranking/ bidding model for their accounts. However as previously stated, a drop in impressions and traffic should be expected with a stricter algorithm.

Since traffic from Yahoo and Bing reach different audiences, certain types of accounts will suffer from the inability to exclude or manage each audience separately. B2B campaigns, for example, do not perform well with Yahoo’s audience profile.

Overall user experience with Unified Marketplace will improve. As a result of a smarter algorithm, paid search managers need to be much more strategic with campaign architecture and structure, keyword grouping, ad copy strategies, deep linking search traffic, keyword specific landing page development and overall user experience throughout all stages of paid search (pre and post click).

Sony Google TV

Google TV is officially here. Sony just announced a new HDTV, powered by Google’s technology. It comes complete with a keyboard. Taking functionality of iTV to the next level, Google TV brings the Internet to television sets and incorporates apps and partnerships with Netflix.

Here is a look at the new Sony Google TV.

Picture source: Sony

What has Yahoo been up to?

Google has been making noise around the industry with Instant, Google TV and a bunch of other things that serve as a reminder that they are number 1. It is good though that the other players are still rustling feathers. Yahoo just released a new interface that brings a bit more jazz to the searching process. The screen shot below shows that Yahoo is integrating an “accordion”  like navigation to the top of their SERPS. This a digression from the clean UI that Google strives to keep, but I have to say, I like what Yahoo is doing here.

Read the rest of this entry »

Viral Marketing Tips and Our Favorite Viral Videos

Here are our top 5 viral videos, and some tips to help you avoid viral marketing blunders.

8) Not share-worthy. First and foremost, a viral campaign must be entertaining –or interesting at the very least. A concept that is just brand-centric will not pass the viral test, so create a campaign that is lighthearted that only hints at a marketing agenda. (Example—Will it blend video series).

7) No hook. If a viral effort does not have a hook or unique angle, the likelihood of users responding to it is slim. It is important for marketers to remember that what is funny inside a conference room, may fall flat with consumers. Think about users’ perceptions of your brand, and consider running tests to find the best concept.

6) No value. Even if it’s just plain funny, viral campaigns need to give consumers a reason to pass it along to their networks. As a marketer—with brand standards and discerning stakeholders—this can be difficult to achieve without sacrificing your brand. Find aspects of your brand personality that can be extrapolated to a viral effort.

5) No tracking. Have a plan in place to gauge the success of a viral effort. Even if it doesn’t reach Ad Age’s top ten videos for the week, it is still possible for marketers to realize positive brand interactions. Make sure all landing pages and social promos are tagged properly and buzz monitoring is implemented, so you can campaigns throughout their entire lifecycle.

4) No distribution plan. Create a distribution plan for your viral marketing efforts. Make sure your content is available at all channels like YouTube, Facebook and your blog. You cannot assume that marketers will hunt down your content at multiple spots.

3) No share buttons. Including share buttons on any viral promotion is critical for encouraging users to share your content. Make it as easy as possible for them to increase the reach of your promotion.

2) No target audience. Few viral campaigns will reach the mainstream, but if they take off within your target audience, that should be a good start. Tailor your viral campaign to appeal to your audience segments and create content that resonates with them.

1) Not personalized. Most of the successful viral marketing campaigns have an element of personalization that allow users to add their own flair. A recent example of this is the Breast Cancer Awareness campaign “I like it on…” where Facebook users filled in the blank of where they keep their purse. The suggestive messaging was attention-grabbing and was extremely successful at building awareness.

Our Top 5 Videos…

Smart business applications for QR codes

The New York Times reported today that TV advertisers are starting to incorporate this technology into broadcast advertisements. The technology behind QR codes is nothing new. These square bar codes that can be scanned by mobile devices are, however, just starting to find a home in marketing programs. There are ways for marketers from all industries can incorporate QR codes into digital campaigns to connect online and offline user behavior.

Here are a few things marketers should keep in mind when using QR codes.

8. Make sure links direct users to a mobile friendly webpage. Optimizing mobile landing pages will ensure users can interact with you after scanning a QR code.

7. Incorporate QR codes at point of sale. To connect online behavior with offline purchases, integrate QR codes into existing reward programs or promotions.

6. Use QR codes to eliminate paper whenever possible. Besides helping the environment, this will help transition users to digital interactions with your brands. An example would be replacing paper coupons with QR codes that can be redeemed for discounts.

5. Use QR codes strategically and sparingly because otherwise consumers might not see the point. To highlight on-property events to hotel guests, include a QR code by the concierge desk. Keep it relevant and simple.

4. Include instructions or guides about using QR codes. Most users have not used QR codes, so make it easy on them. Provide information about what they will find after scanning a code.

3. Think like your tech savvy consumers. QR codes are not for everyone, so cater engagements toward technologically advanced users who are most likely on the go.

2. Encourage QR interactions by offering incentives. Whether it’s additional tips or off-beat videos, give users a reason to use your code.

1. Do not forget about tracking. Make sure you take the necessary steps to integrate analytics into any QR execution. This can be as simple as building unique landing pages, to differentiate between other traffic sources.

We have also pulled together a few resources to help you get a feel for QR technology.

• 5 unique uses for QR codes
• Why QR codes are poised to hit mainstream
• Google Sends Out 100,000 QR Code Stickers
• QR Codes Coming to Wine Labels
• Ralph Lauren and QR Barcodes

A look at Bing Rewards

Today Bing announced its next big move in hopes of competing with the search engine giant Google; Bing rewards. Similar to other credit card and grocery reward programs, users can now earn points simply by downloading the new Bing Bar. As Bing describes it, “Become a member of the Bing Rewards Preview and experience the benefits of doing what you love to do online — learning, discovering, exploring — while getting opportunities to earn credits towards great rewards. Learn how to find information faster, discover new topics of interest and make more informed decisions.”

The Bing bar will keep track of your points and also give you the latest information about Bing, their products, and Bing’s world of search. Credits can also be redeemed for Microsoft Points, gift cards, and given to charitable foundations. The Bing bar keeps track of your reward credits and offers you opportunity to get more credits by showing current Bing offers. Some other ways to earn points include setting Bing as your homepage or trying new Bing features. While the Bing Rewards preview does not articulate exactly how users will obtain points, it does stress you’ll “earn great rewards while doing what you always do online.” Currently, the program is set up to give one credit for every five searches conducted.  In conjunction with this, the Bing redemption center has a multitude of categories with free shipping. Some of these include digital downloads, electronics, movies, games, music, computers, movie tickets, and even Bing gear.

The real question is: how will this compete with Google? Will users be persuaded to use Bing? I think not. While it may generate more searches through Bing by users currently using the search engine, I doubt it will take away from the “Google it” instinct that most online searchers have. The biggest disadvantage (or mistake) is that in order to use the Bing Bar you must have a Windows Live ID. Furthermore, Microsoft eliminates a wide cross section of searchers by deciding that the Bing Bar can only be used with Internet Explorer. That’s right- no Firefox, chrome or Safari.

This rewards program was generated after the closure of Microsoft’s previous program, Cashback which offered cash rebates for online shoppers who bought products by searching on Bing. According to pcworld.com, the rewards program was an idea from Bill Gates. “[Bill Gates] often spoke about the idea of giving people a reason to use a particular search engine.” Perhaps online users will be more prone to use Bing with their new rewards plan. The bigger issue is that this new feature of Bing shows Microsoft is not ready to hand in the towel to Google, and they will continue to try to add value to their services in hopes of gaining more market share. According to Nielson, Bing has already grown by 30% over last year (13.9%), and with the Yahoo acquisition, it will continue to climb.

Bing’s rewards program has not officially launched yet and is still in the preview stage. Once it is available for everyone, will it engage users, and motivate them to change search engines and use Bing? It’s hard to say. Sure rewards, gifts, prizes, and incentives are a driving motivation for everyone. However, I’m not sure if that incentive really provides enough value for me personally to download a new bar, switch internet browsers, and even use PC’s. Only time will tell what happens with Microsoft’s new innovations. For now, I’ll continue to Google on my Mac in my Firefox browser.

Interactive Movie Trailers a la “The Social Network”

Not only does “The Social Network” promise to appeal to everyone who has ever watched E! True Hollywood Story, but it is also leading the charge in new ways to promote movies. Check out this interactive movie trailer, which channels they voyeuristic nature of Facebook and the movie.

Top 10 viral videos of all time

Ad Age recently reported the top 10 viral videos of all time. There are some good oldies on the list (i.e.–Pepsi commercials with Britney Spears, Beyonce and Pink) and some newbies like Old Spice. This list is definitely worth checking out:

1. Blendtec– will it blend?
2. Evian–Live young
3. Old Spice–Responses
4. Pepsi–Gladiator
5. Microsoft–Xbox project Natal
6. Dove–Evolution
7. T-Mobile–Dance
8. Doritos–Crash the Super Bowl
9. Old Spice–Odor Blocker
10. DC Shoes–Gymkhana

To continue on to Ad Age to watch the videos, click here.