Tag Archives: Google Plus

Respond in real-time, or don’t bother

6 Jun

A good response strategy carefully matches your creative and content to your influencers and your audience.

A good response strategy carefully matches your creative and content to your influencers and your audience.

Summary: Develop a digital response strategy by analyzing data and matching creative and content. This delivers more opportunities to use good content and makes paid and owned media better.

Real-time media (Facebook, YouTube, Twitter, Google+) requires active response (real-time media = social media). Real-time media differentiates your brand from others. The right content (a status post and/or link to content), delivered at the right time and to the right customers can motivate strong emotional connections.

Real-time media is critical for communicating with customers and starting conversations. So pay attention. Be relevant in real-time and be prepared to respond. Building real-time Response Strategy means:

  • Analyzing data (Google Analytics and social media data)
  • Matching your creative and content to the news cycle
  • Matching your creative and content to influencers
  • Matching your creative and content to your audience

What response strategy delivers

When your brand is listening and learning with real-time (social media), you now have the detail you need to create better content for your digital channels that act as a resource or service. You can do good things like identify, curate, co-create and prep for triage.

  • Identify and inventory resources for the brand and thought leaders in industry.
  • Curate content for additional visibility (Storify, Pinterest, YouTube)
  • Develop opportunities to co-create content with influencers and customers
  • Response scenario plan (content triage): Build real-time channels and content sets for quickly responding to negative or disruptive situations.

What’s next?

The true value of paid and owned media is based on the impact of earned media. Show a pulse and respond decisively from your real-time (social) media. Earn value with your content or don’t bother.


Let’s be real here: Google Plus asks for ID

16 Aug

Google Plus has just launched and already a Google crackdown. If you want to connect with Google Plus, the search giant declares it important that you use your common name.

Your common name is the name your friends, family or co-workers usually call you. For example, if your legal name is Charles Jones Jr. but you normally use Chuck Jones or Junior Jones, any of these would be acceptable.

Unable to complete the Google Plus sign-up flow, or your profile was suspended for a name-related issue? You’ve got some guideline reading to do.

We like Google Plus and its circles. The circles are closer to that way our actual social circles are made up compared to the free-for-all on Facebook. Fantasy footballers stay away from tech networks, and business networks are separate and distinguishable from church and school groups.

Besides Circles here are the other highlights if you haven’t sign up for the Beta of Google Plus yet:

  • Sparks is Google Plus’ topic feed. You add topics that you’re interested in, and Google Plus will notify you when items about those topics arrive.
  • Huddle: Huddle allowing you to talk with a circle all at once.
  • Hangouts: A web-based group video chat which allows you to jump in and out of conversation events at will.

If your profile is suspended for not using a common name, you’ll be shut out of other Google services like Buzz, Reader and Picasa. Don’t like the name policy? Google suggests you make a copy of your Google+ data first and don’t let the door hit you on the way out. But we think it’s worth it for the clutter-free conversation.