Reflection: Nobody is denying that Google is late getting a seat at the social media table with its Google+. But the search-engine giant, which has spent years perfecting its integration of maps, calendar, blogging, advertising, email, cloud storage, gps, video (Google owns YouTube) and of course, Android, has a massive “footprint” in the consumer marketplace. Brown calls this Google’s “ecosystem” (Brown, 2012).

The primary advantage G+ has going for it is that it’s built on Google’s search platform and users who comment, blog, interact, etc. may eventually become intertwined with search results/rankings themselves. Google strives to make all of its tools seamless and interface with all its other user tools, and Brown reported that Google+ also has higher satisfaction ratings from users than Facebook does, at this very moment, despite the fewer users on G+ (Brown, 2012). Brown may not yet be a college graduate, but his analysis was well-formulated and presented, and I respect it for the many grains of truth I believe I can see within. I am definitely a dissatisfied Facebook user, turned off by numerous forced “upgrades,” visual clutter on every page, trivial gimmicks, and questionable information privacy policies. At work, meanwhile, Gmail and all its interfaced products (GoogleCalendar, GoogleDrive, Groups, GoogleMaps and now G+) “flow” in and out of my work email account, and I literally could not do my job without several of them.

To take that understanding, and THEN add in news that mobile devices have changed our culture such that the stereotypical “couch potato” is no more because users are busy on their “second screen” during TV shows and commercial breaks (Wallace, 2012), tells me that Google may very likely be ahead of the curve in its product development and marketing mix. Many of the second screen activities -looking up an actor or production details on a TV show or movie, searching for coupons on a product advertised (Wallace, 2012) – would likely start with a search, Google’s stock in trade. And literally so, given the Google AdWords “cash cow” generates $100 million a day with searches on finance, travel, shopping, jobs and education, telecom, and electronics the top six, in order of volume, says Miller, who has published some 60 e-books, 300 client projects and thousands of articles on marketing content management.
Perhaps Google is about to become the Proctor & Gamble of the online and mobile world, its numerous products quietly intrinsic to daily life?
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Brown, A. (2012, August 10). Should Facebook Be Worried About Google +? Retrieved October 27, 2012, from Social Fresh: http://socialfresh.com/facebook-google-plus/

Miller, M. (2012, October 26). How Google Rakes in over $100 Million in Search Advertising Daily. Retrieved October 27, 2012, from Search Engine Watch: http://searchenginewatch.com/article/2220372/How-Google-Rakes-In-Over-100-Million-in-Search-Advertising-Daily-Infographic

Wallace, D. (2012, October 26). The Couch Potato Is Extinct. Retrieved October 27, 2012, from Search Engine Journal: http://www.searchenginejournal.com/the-couch-potato-is-extinct/50736/

Reflection: Each author and/or their publisher was highly qualified to present these findings, including Casey Bond (GoBankingRates, 2012), whose professional profile includes promotion to managing editorial position at age 25. I saw parallels to my own customer return experiences, even if there is no direct correlation to my workplace, a college that does not offer refunds nor “returns” on degrees.

I STRONGLY agree that if an online retailer offers free return shipping, and makes returns as hassle-free as possible, I am very likely to make repeat purchases and recommend them to others. I can contrast online purchases from accessories icon VeraBradley.com, which does not include free shipping on returns, with outdoor & clothier Sierra Trading Post, which includes a no-cost return shipping label with every purchase. The VB company web site offers far better selection, and usually, pricing, especially on sale or clearance items, than “authorized” retailers, but return shipping charges are a turnoff and decrease the brand’s value with me, especially after paying shipping on the original purchase. STP has made use of a great story on their satisfaction guarantee page, posting an image of worn-out sneakers and the return letter that accompanied them as proof positive they keep customers happy with returns!

Zappos was cited by two authors as among the gold standard for CRM for online retailers. I think more companies need to trial-run Zappos-style return policies for say, a year or more, before squawking about profit losses on returns. Electronic tracking, and ultimately, restricting of “returnaholics” seems like a sensible solution to contain costs on those who would abuse the system, and could be a great experiment for the many retailers hesitant to absorb another CRM service cost. It seems the best-practice companies put greater emphasis on their relationship with customers over retail transactions. Within that perspective, free return shipping is a strong factor in building trust, loyalty and perceived value, and I would want to apply that mindset in positive, pro-active ways to my own marketing practices.

By
Rachel
M.S. in Strategic Marketing, Cohort 6

In the article, sources say that Meyers is going to concentrate on 8 key products in the new roll-out as well as concentrating on redesigning the site.  My question is, does Yahoo have a chance at all?  After all, Google and Facebook seem to have a monopoly on all free web based tools for consumers.  What is yahoo possibly going to be able to come out with that would rival those products?  And how would these new products gain more members of Yahoo who then – in turn – use more of the products being offered?

I think it is going to be extremely difficult for Yahoo to gain market share.  It seems that if your basic consumer needs to find something or get something done they will either go to Google or Facebook.  Their is no room for another player in this market.

And what about a social media presence?  Google recognized it needed one now and launched Google +.  Will social media be a part of Yahoo’s new plan?  And if so, what makes it different?  My guess is, basically nothing.

Packaging is a great way for customers to market for companies before even using the product.   In order for to be an effective marketing vehicle, packaging must emulate the brand as seamlessly as the products or service and be as recognizable.  For example when you see the naked torso of an adolescent shot in black in white with a Hampton’s backdrop across a shopping bag, you think A&F’s polo shirts, not child pornography. A small box is just a box unless its colored in Tiffany’s blue.  A glossy striped pink bag always has lingerie in it.  A green mermaid means coffee and a thin blue, a silver cylinder means liquid energy and a small yellow box use to mean film.   The packaging of these products proceeds themselves because their logos, shape, sizes and colors have become synonymous with the brand.  Allowing a simple paper bag, box or wrapper to be a mini billboard for the company.  

Before throwing items in a brown paper bag and sending customers on their way; remember, marketing can be draped over a customer’s shoulder without them even realizing.

Today, the sheer number of news outlets and 24 hour coverage of every event worldwide has created a much different environment for publicity. Gaffes by politicians get picked up by every news outlet and quickly spread like a wild fire. Just this past week, with the killing of 4 Americans including the Ambassador to Libya, both the President and GOP candidate Mitt Romney have made some gaffes in reacting to the news stories. Did these gaffes hurt either candidate or just give them more press coverage?

The 2010 oil rig disaster in the Gulf is a publicity nightmare for BP. The environmental impact is considered the worst in history and BP is expected to pay out upwards of $100 billion dollars in damages, claims, lawsuits and fines. The bad publicity continues as news stories continue to report on the updates and ongoing claims. The handling of the situation is a case study on poor public relations. When you hear the company name BP, do you have a positive or negative reaction?

So, yes there is such a thing as bad publicity. It tends to effect companies or people that are already at the top of their industry or profession. For a small unknown business or person, even bad publicity can help launch a product or launch a career. Just this week, Alison Pill, actress, tweeted a picture of herself topless supposedly by mistake. Even with the riots in the Middle East, the news media picked up on this story and now Alison Pill has even more notoriety and followers on tweeter. I didn’t know her by name but I do now. @davidawolf

In a crisis, these five steps can make things smoother and easier for customers and company alike.

Awareness
• Stay on top of conversations about your company with simple tools
• Watch for sudden changes in tone and sentiment from positive or neutral to negative
• Set up and monitor keywords related to your business

Listening
• Monitor who is talking to you across social media platforms and website comments
• Respond, both individually and more broadly
• Use updates on the same platforms someone talks, and invite them to email you if deeper interaction is needed

Transparency
• Acknowledge there is a situation
• Keep real-time updates flowing
• Be honest and straightforward with details

Feedback
• Make sure customers feel heard by replying, directing them to resources for updates
• Answer questions directly
• Be gracious for their feedback, and don’t delete negative comments

Resolution
• Update social media platforms with outcome, update websites
• Notify the media for additional outreach
• Outline the resolution, what was learned, and how similar situations will be prevented in the future

A good company can shine bright in the face of adversity or crisis. The expectation is not perfection, but real, honest, understanding, helpful behavior during and after a crisis. With a goal to make things right during and after an issue, social media is an ideal tool to make that process as smooth, easy, and fast as possible for both sides.

(http://www.huffingtonpost.com/amy-neumann/5-steps-for-crisis-manage_b_1791673.html)

1. Don’t get emotional.  Whether or not you agree with the news you have to deliver isn’t important.  It’s your job and it has to be done.  Getting teary-eyed and telling someone you “didn’t want to have to do this,” only adds fuel to the fire.

2. Get to the point.  Saying how wonderful your company is for a half hour before saying that you’re raising prices is a waste of time.  What will make the news is the price increase, not the positives, so you might as well cut to the chase.  Making people wait for the bad news is often worse than the news itself.

3. Consider when to deliver the news.  Breaking bad news too soon can be risky but waiting too long could be worse.  Take your audience into consideration and figure out what time is best in order to ease the pain.

4. Don’t be tricky or vague.  Be as clear and concise about the issue as possible.  There’s no point in creating false hopes.  A good example of this can be seen by the Miami Dolphin’s coaches on the HBO show Hard Knocks.  They bring players in, they tell them they are cutting them immediately and explain why in a couple of short sentences.  Then they quickly explain what will happen next and escort them out the door.  Clear, honest and to the point.

5.  Remember that nothing is confidential.  In a world where information spreads a mile a minute, be aware of how you’re delivering the bad news.  How well you handle yourself may effect how the message is received by others as information is spread.  Miranda suggests asking yourself, “How would I feel if 50 million people knew about this tomorrow?”

Above all, remember that bad news is bad.  You can’t expect people to be happy they’re getting cut from the team.  Be realistic and expect your audience to be upset.

- H. Acito

Although McDonald’s has discontinued it’s super-sized value meals and has required each location to post its nutritional facts, obesity is still a leading cause of health issues in the US.  Tobacco companies have been court ordered to label their products literally saying it will cause cancer if used long term, but still 440,000 people die of tobacco related illnesses. 

With that said, what bothers me more is lawsuits against these companies, blaming them for people’s own personal choices. The man claiming McDonald’s made him fat or recent lawsuits against tobacco companies because of health issues caused by smoking.  Even with information as clear as a surgeon general’s warning, a nutrition label that declares one sandwich has 1/3 the caloric intake for an entire day or a price tag out out of your price range people will do what they want to feel like they are getting a value, being cool or have a sense of status.

Consumers’ compulsions are not the fault of these brands.  If its not common knowledge, companies have done a lot to protect themselves from further lawsuits through proper labeling and following government guidelines. Its time for consumers to take personal responsibility for their actions.

Goodyear Blimp 

One of the most recognizable of all campaigns is that of Goodyear. Seen on television, and throughout cities across America, the Goodyear blimp is a classic conversation starter, something that begs to be pointed out to anyone you happen to be walking, driving, biking, or talking with at the time it hovers overhead. The publicity generated for the tire company by this blimp over the years is incalculable and has inspired countless ripoffs ever since.

Reynolds wrap garage door

Advertisers are known for making some pretty over-the-top claims about the products, but few pitches top the absurdity of using “heavy duty” Reynolds aluminum foil as a garage door. As the caption under the photograph states, the aluminum foil was installed in order to “demonstrate the product’s strength and toughness.” Cute advertising (and obviously effective since we’re still talking about it years later), though we question how long it would’ve withstood a serious attempt at breaking and entering.

Oscar Meyer Wiener-Mobile

Arguably the most famous in-your-face marketing campaign of all time is the Oscar Meyer wiener-mobile. Shaped as an enormous hot dog, the car makes its way across the nation, drawing attention from kids and adults alike as they watch the edible-looking vehicle lumber down the street. Entire songs have been written about the wiener-mobile, which has made appearances in TV shows and movies for decades since its launch.

Crashed Nike Ball

Some bright marketing manager at Nike knew that a huge soccer ball lodged into the side of a building would turn people’s heads. Perhaps designed to give the impression that soccer players would be infused with mind-blowing power if they used Nike balls, this is another prime example of creative marketing orchestrated in a way that appeals to the product’s very specific target audience, as well as everyone else.

In my former position I managed our marketing budget and know first hand that public relations is far from free. It can be expensive. Sure, it is not nearly as expensive as the costs to produce advertising and buy space. But there are expenses incurred by organizations to manage public relations that hit the marketing budget. In my opinion instead of saying public relations is free, it should be said that often public relations exposure can be effective and cost efficient resulting in a positive return on investment.

Kelly Kaye