Google’s previous attempts at social networking generally weren’t received well by users.  FriendConnect had major issues with browser coding, Orkut never really caught on in the U.S., and I think we all remember the Buzz privacy scare last year.  I have high hopes for Google Me – this could be Google’s chance to tie all of their various outlets into an effective central hub.

Google’s varied demographic also sets a solid foundation for building a social network that can appeal to a broad range of individuals.  Businessmen and businesswomen use services like Google Docs to organize important information, Google Calendar for scheduling, and AdWords for marketing purposes on a daily basis.  College students, moms, and celebrity bloggers often check their Gmail accounts, read the latest stories on Google News, see a video on YouTube, or learn something new on Google Health, and then discuss their findings on Blogger.  Google owns all of these elements and I believe that Google Me could effectively incorporate them under a single, central site.  Think of it as Ping.fm on steroids that incorporates Google sites instead of social networks.

In a recent article on BNET, Ben Popper illustrates this idea perfectly and makes a few predictions of his own:

For Google, Zynga’s games are an important piece of the social networking puzzle. The company will never be able to premier a product now that, standing alone, can hope to challenge Facebook. Instead Google seems to be working in reverse, establishing the individual pieces one at a time and tying them together later on. It’s already got photos, micro-blogging and location based services. The key will be pushing an integrated suite of these tools on platforms like Android and Google TV. If Zynga becomes built into these offerings on a base level, and prompts users to login with their Gmail accounts, it could go a long way towards helping the search giant construct its own version of the social graph.

If Ben is correct and Google is, in fact, reverse-engineering their own social media platform, then Google Me could stand a chance against Facebook.  CNN Tech reports that over 75 million users actively use Facebook’s Zynga games on a monthly basis.  If Zynga offers unique features to Google users, then I expect a large portion of Facebook users will go check them out immediately.  New games, along with integrated email, calendars, documents, chat, photos, and videos is an enticing opportunity for all Facebook users to try something new.  Whether or not Google will integrate Zynga into Google Me is still unconfirmed, but think of the opportunity that Google has to connect all of their services under a central social network.

Posts are too short:

Now I am no Leo Tolstoy, I certainly err on the side of getting to the meat of the information and leaving the reader with a funny quip, question, or something to chew on… but some of the posts I read are hardly posts at all.  They’re more like tweets, that ran over a few characters.   Two sentences does not a news item make.  When working on an entry it is wise to think broadly, beyond what you the writer finds contextually relevant, instead think of your audience.  Do they need back story, is there content relevant form another source that they may find interesting (linking is a great habit to get into), or perhaps you might just need to get a little “wordy” as opposed to right to the point.

The point being, you as the administrator of a site have the responsibility to keep entries engaging and, moreover, entertaining.

Poor Layout

Even if your content is perfect to the letter, poor spacing, broken images, misplaced images, or poor page formatting can be a death knell for a news item / blog entry / post.

The solution to this is to ALWAYS preview your entry.  I’ve probably previewed this entry 3 times already, just making sure the text is the right size, images are well placed and symmetrical to the entry, and things generally “look good”.

We’re all in a hurry, so I can understand getting the content up and posted, but, again, the goal is to entice the end user.  The last thing you want is to revisit an old entry on your site and say to yourself, “What was I thinking?”.

Fake Authenticity

In all types of writing its important to have a “voice”.  Many times, we are asked to write something on behalf of a larger entity, be that a Fortune 500 company, or a band out on the road.  Problems arise when your voice doesn’t quite match up with the brand you’ve been asked to portray.  A band doesn’t need a news entry to sound like a Fortune 500 company, and a Fortune 500 company doesn’t want to sound like a band.  Know your audience, know who you’re ghost writing for, and get a sense of what that messaging should sound like BEFORE you put fingers to keys.

These days, people are so over-assailed by marketing messages, they’re learning to tune out and ignore the stuff that’s not real. If you don’t seem real, you get the same penalty as those who aren’t real: You get ignored. (hat tip)

No SEO

…. But what if no one reads it???  Even the most well written, authentic, perfectly laid out post will get lost in the shuffle if it’s set up to fail.  Always be sure to tag your posts, link out to relevant sites, other posts, irrelevant posts.  Try to get your posts fed to other outlets.  There are a million ways to improve SEO… or at least ten.  Make an effort to get your message heard!

No Follow Through

This is most definitely another common mistake that I make.  I have every intention of doing a “series of blog entries” which turns into one entry, and no follow through.  If you set the reader’s expectation, meet it.  It’s as simple as that.  If you say there will be a new video on the site every week, make sure there is something there.  If it’s news entries, a blog series, photo galleries… pick your poison.  If you can get users into a routine of visiting your site, you’re winning the battle.  The best sites on the net churn out content at a constant pace, keeping the site both “sticky” and fresh.

If you’re diligent enough to avoid these pitfalls, it is possible to gain a fervent followers of your content.  Feel free to add to the Common Content Mistakes in the Comments section!

Often I meet people who hate using the word “brand” or “personal brand.”  They think the term is a load of bollox and is either meaningless or too confining.

I think the word does have merit.  Sure, it gets thrown around by every wanna-be marketing professional out there, but it does serve a purpose.

Cutting through all the hype and BS, the word “brand,” really boils down to one thing: the expectation your fans/friends/consumers have about you. It’s that simple!  You don’t need to be a marketing professional to understand it.

Think of any service or product and you will have an expectation.  If I say the word Pepsi or Disney or Southwest Airlines, a thought enters your head and you have a perception of what those companies are or should be.  These expectations can be as flexible or as inflexible as you’d like.  They can vary by the thousands, and no one is more right or wrong than any other.

Big corporate brands spend millions to help shape and form your expectation.  They create packaging, logos and commercials because it benefits them if everyone has the SAME thought on their product or service.  Over in the creative world, those expectations are built around the content that is produced.  Mainstream artists may spend more money and attention shaping their brands, but it’s not necessary.  Peter Gabriel fans “expect” him to take many years to create new music, but know that it will be inventive, creative, and different than what came before.  Stephen King has been labeled by some as a horror author, while others know him for his dramatic (Shawshank Redemption) and escapist (Dark Tower) works.  Both have content that form their respective “brands.”

As individuals, we can also create and manage the expectations of others.  Are you funny?  Kind of a dick?  Punctual?  Professional?  Casual?  Do you proceed with caution or jump face first into new projects or ideas?  The answers to these questions form an expectation about you, and thus your personal brand.  It can be whatever you want it to be, and you can make it as important or as unimportant as you choose.

So the next time you hear the word “brand,” don’t think of all the marketing hype that goes along with it.  Simply remind yourself that its an expectation, and not a dirty word.

However, every now and then I stumble upon a survey or poll I feel IS worth a look.  Such was the case when I discovered this SOPHOS poll on Jason Calacanis’s blog:

60% of Facebook users consider quitting over privacy

Is this a truly scientific poll?  No, and SOPHOS admits as much.  But it DOES provide an incredibly compelling look into where facebook currently finds itself.  You may recall I recently blogged on where facebook stacks up in the forest of social media.  Since then things have only intensified as more users become disillusioned, mainstream media picks up the story and Mark Zuckerberg refuses to care.

This poll, while not scientific, gives us a glimpse into the current user-base.  I take away two things:

First, the % of users who have already quit the service is slightly higher then the % of those who have stated they will be staying.  These numbers also follow standard polling and survey results where “absolutists” at both ends are in the minority.

Second, and more importantly, there is a HUGE chunk of users currently on the fence deciding whether to leave or stay.  A combined 60% if you believe this poll.  The real number may be lower, but I don’t believe by much.  The biggest chunk of facebook’s active user-base are casual users; people who joined the service “because their friends or family were on it” and have no deep loyalty or brand-love for it.  THESE are the people that facebook needs to worry about.

The longer and more mainstream the negative publicity against facebook becomes, the higher the likelihood this “middle ground” of users will be swayed to delete their accounts or simply stop using them.  A “dead” account is just as threatening to facebook as a “deleted” one.

Facebook has survived scuffles in the past because their user-base was smaller.  This time may be different.  This time they pushed TOO far and risk offending too many average people in the middle, people who leave a service for the same reason they joined it….because their friends did.  The market is incredibly fickle, and contrary to what others might have you believe, facebook does NOT have a guaranteed spot at the table.

There is a lesson here for brand managers, marketers and even politicians.  With every fan-base or consumer group there are passionate people at opposite ends of every decision.  However, it’s the people in the middle (less passionate but greater in number) who truly decide things.

We’ll continue keeping an eye on this group as the evolution of facebook continues.

Searching for the band via search engine was basically non-existent.  It was impossible to get a good grasp on who the band was, where they were located online, and what their message entailed.  With a new management team (RPM Management / Scott Siman), The CO sought out Strategic Blend to establish their digital presence.

the blend

Like many of our entertainment clients, the goal for The Co was total integration.  We identified the band’s strengths online (twitter, facebook, youtube) and wove them into a compelling, easy-to-understand website with a clear and concise message.

We also wanted to take this opportunity and build a website that allowed new and existing fans a clear path to discovery.  Put another way, we wanted to make sure the information and media provided were easily found, read and consumed.  As the music landscape becomes increasingly cluttered, it has never been more important to ensure new fans can find and digest online information quickly and easily.

the results

The result is a clean, minimalist design that lets the band’s latest live and studios photos shine.  It provides fans information in a very clean, direct way and reinforces the idea of discovery. The band and their team are able to manage all aspects of the site through an effective, open-source content management system (CMS).

As we continue our relationship with The CO and RPM Management, we’ll look forward to keeping their fans engaged, and excited about their continued growth.  For The CO, we’re pleased having created a tool to generating interest and revenue.

launch project

We look forward to working with The CO in the future, in guiding their marketing and assisting them in turning their web presence into a revenue vehicle.

launch project

We were able to build upon the established brand of HypeGenius, utilizing their existing logos and type treatments, while implementing new icons and site layout for a more effective communication of their company message.

We look forward to working with HypeGenius in the future, both as a client and a partner organization.

launch project

With a career spanning over 20 years, Suzanne Vega had established a large repertoire of music and a loyal fan base.  Suzanne spent the better part of the last decade using a hodgepodge of digital services and platforms, missing key opportunities for SEO, message integration and sales.  She was about to release a new album and needed a new solution.  That’s where we stepped in…

the blend

We approached Suzanne’s brand from a point of total integration.  Our goal was to take all of the different online pieces she had collected over the years, shine them up and tie them to a single platform.  We decided to start from scratch, building a new website with heavy search engine optimization, allowing every lyric, album and tour date to be scanned and loved by Google, Yahoo and Bing.  Then we took Suzanne’s social media presence and connected it back to this hub, allowing fans to follow the conversation and join on any network.

A new message board and store completed the picture, with the later tying directly into the new Nimbit direct-to-fan sales platform.

the results

The results were a 28% increase in organic traffic, and a 42% increase in time spent on the site per user.  Suzanne also enjoys greater fan participation in every aspect of the site and higher sales and exposure to monthly promotions.

launch project

fit-rx Brentwood opened in December of 2009.  The facilities were immaculate and the training staff top notch, however,  the new gym and yoga studio faced a great deal of competition in the area.  They were having some difficulty getting the word out about their top-of-the-line services.

Unlike most traditional gyms, fit-rx has an on staff physician, diet coaches, and the opportunity for customers to do a 30-60 day “Ideal Body” program, which would transform the body and transition the client to a more healthy lifestyle.  The gym mixes a cross of strength training and endurance / agility training that targets seasoned athletes to beginners, in addition to offering “hot yoga” which has a wide appeal in the area.

the blend

We approached fit-rx with the hope that we could fine-tune their offering, allow potential clients/customers to get in touch, sign up for memberships, and easily view the training schedule for classes.   Our initial kick-off meeting with fit-rx employees gave us the opportunity to determine the facilities strengths, weaknesses, and opportunities.  We determined that the opportunity for fit-rx was to communicate their unique service mix and training methods.

We took these methods and boiled them down to messaging for individual programs, and a visual layout that would allow a first time site visitor to get a snapshot of the goals of the facility.

the results

fit-rx came away with a stunning site that effectively communicates their brand identity, goals, and objectives.  The website gives first time visitors an overview of their services and ways to connect and communicate via phone or social networks.

Most importantly it gives fit-rx the ability to maintain their own calendar and update current members of their services as they continue to grow and develop new programs.

launch project

HypeGenius was a social media marketing company facing increasing competition.  Their original website and existing brand identity weren’t up to snuff, and new partnerships and opportunities were around the corner.  CEO Benjamin Anderson asked us to give them a total makeover and advise them on overall branding strategy.  He wanted the company to be ready for action!

the blend

We started by sitting down with their team and assessing how they viewed themselves as a company and a brand.  We discussed WHAT they wanted to communicate to their users and HOW they wanted to visualize that.  Ben also expressed concern over continued use of their monster graphic, feeling it would no longer be appropriate.

Our goal was to give HypeGenius a new visual identity that was big and open, yet clear and focused.  They have great service and several satisfied clients, and that information needed more attention.  For design, we drew on the color pallet of the original logo, using shades of electric blue, light greys and whites.

We felt their “monster logo” served as a unique visual, and looked for better ways to incorporate the image.  This resulted in removing it from the logo itself and positioning him more as an “ambassador” to the HypeGenius brand.  The monster now appears throughout the site, integrated into the design, leaving the original logo in tact with more breathing room.

the results

The company’s new website is visually engaging and clearly communicates the company’s services and purpose.  It’s a scalable product built on the WordPress platform, allowing Ben and his team to continue adding content, ideas and enhancements as they grow.  We feel the work speaks for itself and you can click on the screen shots below to view the “before” and “after.”

launch project

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