This week on the Marketing Update, Karen Rubin, Mike Volpe and special guest Kipp Bodnar discuss B2B The Social Media Book, #McDStories backfiring for McDonalds, too many ads being bad unless you?re Google, Google?s new privacy policy, and Facebook?s Timeline coming to business pages.
Episode #185 - January 27th, 2012
Intro
How to interact on Twtter: Include #MktgUp in your tweet!
On the show today is Karen Rubin (@KarenRubin), Mike Volpe (@MVolpe) and Kipp Bodnar (@KippBodnar)
As always, all the old episodes are in iTunes. If you like the show, please leave a 5-star review!
Anyone is welcome to come by the show to watch as part of the live studio audience - 4pm Friday
Question of the week: What's a common business blogging mistake you've seen, and how can you fix it?
Special Guest: Kipp Bodnar
Co-Author of The B2B Social Media Book and [ ] at HubSpot
How did the book come about?
The first chapter in the book is titled "Why B2B is better at Social Media than B2C" tell us why?
What are the reasons that B2B marketers don't use social media? do you have tips for how they can overcome some of these?
You also talk about why when it comes to reach, more is always better. Does that mean in the quality/quantity debate you are on the quantity side?
What the #1 thing you want people to take away from the book?
Headlines
#McDStories Backfires for McDonalds
http://www.businessinsider.com/mcdonalds-twitter-campaign-goes-horribly-wrong...
A twitter campaign by McDonald's backfired when people started sharing the wrong kind of #McDStories
McDonald's kicked things off on Thursday with the hashtag #MeetTheFarmers, in a campaign meant to draw attention to the brand's guarantee of fresh produce. Later in the day, however, the burger company used a dangerously vague hashtag: "When u make something w/ pride, people can taste it," McD potato supplier #McDstories
Fingernail in my BigMac once #McDStories
I was surprised I didn't know there was actual meat at McDonalds #McDStories
Ordered a McDouble and something in the damn thing chipped my molar #McDStories
I lost 50lbs in 6 months after I quit working and eating at McDonalds #McDStories
Emailed statement from McDonald's social media director Rick Wion
We quickly pulled #mcdstories and it was promoted for less than two hours.
Within an hour of pulling #McDStories the number of conversations about it fell off from a peak of 1600 to a few dozen. It is also important to keep those numbers in perspective. There were 72,788 mentions of McDonald's overall that day so the traction of #McDStories was a tiny percentage (2%) of that.
With all social media campaigns, we include contingency plans should the conversation not go as planned. The ability to change midstream helped this small blip from becoming something larger
How did the hashtag really do?
Using Hoosuite, we were able to pull up the mentions of the hashtag for the last week
1/19 - the day the tag launched, there were 2347 mentions of #McDStories
1/24-1/27 - 24,115 mentions of #McDStories
Mostly related to the press around the backfiring campaign
Marketing Takeaway: Be fearless... but have a backup plan!
Too Many Ads is Bad, Unless you are Google
http://searchengineland.com/too-many-ads-above-the-fold-now-penalized-by-goog...
The ?page layout algorithm? ? takes direct aim at any site with pages where content is buried under tons of ads.
We?ve heard complaints from users that if they click on a result and it?s difficult to find the actual content, they aren?t happy with the experience. Rather than scrolling down the page past a slew of ads, users want to see content right away.
So sites that don?t have much content ?above-the-fold? can be affected by this change. If you click on a website and the part of the website you see first either doesn?t have a lot of visible content above-the-fold or dedicates a large fraction of the site?s initial screen real estate to ads, that?s not a very good user experience.
Cutts told me the change will impact less than 1% of Google?s searches globally, which today?s post also stresses.
Another issue is that ads on Google?s own search results pages push the ?content? ? the unpaid editorial listings ? down toward the bottom of the page.
This is a site-based algorithm that looks at all the pages across an entire site in aggregate. Although it?s possible to find a few searches on Google that trigger many ads, it?s vastly more common to have no ads or few ads on a page.
Marketing Takeaway: Be valuable to your potential customers and they will love you for it.
Google's New Privacy Policy
http://latimesblogs.latimes.com/technology/2012/01/google-plans-to-merge-more...
http://www.google.com/policies/
http://pandodaily.com/2012/01/24/larry-page-to-googlers-if-you-dont-get-spyw-...
SPYW = Search Plus Your World
All of your data is now being centralized,
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