Archives for December 2009

RightNowosphere Media Marketing

Google recently added a real time widget to their Search Results Pages (SERPs) in an effort to integrate the growing volume of social media, breaking news, and blogosphere content into the Google Index. The Google Real Time search widget is triggered when the volume of content in the RightNowosphere reaches a certain trending and distribution level. We have experimented over here at RightNow and it is possible to trigger the Real Time display box with a few well placed search term targeted content releases in key channels. Without sustained content support the display box is short lived.

The primary content sources that have been observed in the display are Twitter, press and news websites, plus active blogs and news release sites that deliver an RSS Feed. In addition, press releases and article distribution sites have made appearances in the Google Real Time results.

What This Means to You:

First, we have always and continue to recommend that your online marketing efforts include at a minimum, a blog or news element for content building and link development reasons. Potential inclusion in Real Time Search is another great reason to make sure you have a correctly installed blog or news system in your arsenal. Regular content releases will naturally get distributed in the live results creating additional traffic, and a broader search term base.

Additionally, it is time to consider Twitter; We are seeing actual traffic conversion (revenue!) in certain markets. The key is to have a long term SMM plan that builds your audience, leverages all your web assets, and delivers regular targeted communications. With Twitter you have to be “In It to Win It” and that means a full time effort.

Don’t know where to start?

We can point your blog or SMM plan in the RightNow-o-Sphere direction – Contact Us.

The Plight of the Dinosaur

 

I like to read a newspaper just as much as the next person. But I also take in news all day long from so many sources I can’t even count. Nor do I have to. Just today, I was intrigued by the buzz story in the Wall Street Journal about Apple’s ITunes considering a move to the web.

But when I went to the WSJ site they demanded I pay them to read the story. Now, if I read the WSJ regularly online I probably would already be a subscriber. In fact, I do subscribe to several online publications. They never demanded that I do it though.

So what did I do? I went back to Google and queried it for “ITunes on the web”. There was the WSJ link at the top of the page. But Mashable had a take on the same news and there was Reality Check and Huffington Post and all the usual pundits. When I clicked on the blog search button I backfilled with more info about the subject. I even viewed a free video about it!

I will not be bullied on the web. After all its my space not the Wall Street Journal’s. But what’s a dinosaur to do? Everyone has always paid dearly to have one association or another with them. It’s not my fault that they lack the creativity to come up with a new workable plan. It’s remarkable to watch businesses large and small get caught up in the sea change.

I just have to wonder how I might have reacted if the story in the WSJ was really, really good and they just let me read it. What if a banner at the end of the story said, “If this article read was important to you click here”, and in so doing I was swept away to an offer page that made me feel like I was an important business reader. How hard would that be to do ? What would the potential be to convert new business after everyone who was going to subscribe to you already had?

Sorry folks there really is no place in the market for relationships that are not win-win anymore. Those days are fully over. Think about your promotions. Are you doing them because you have to and this is how we’ve always done it? Or are you doing it to cause new business to come from a different angle than you are already getting it from?