Google+ Local: Taking over Places?

Mobile + Social Saturation

Here are some key things to remember when thinking about this topic.  The saturation level for smart phones is on the rise is all areas of the world.  In many parts of the word, people own more smart phones then PC’s in their households.  Phone books are becoming museum pieces (and catalogs are not far to follow).  I believe there is a big push in the industry to move consumers to tablet computing, making the desktop and laptop less dominant is the purchasing process.  Now with all that said, let’s look at the new shifts that are right in front of us.

Leverage Equals Change

Companies are working hard to get their data in the hands of mobile users.  Google consolidation or leveraging of applications and data into the Google+ platform is no different.  Right now Google+ is also providing mobile apps to access this information.  In my opinion, Google+ has been doing a better job then Facebook in this area.  It is yet to be seen if this latest change can be classified as an improvement, but Google’s actions are consistent with their past performance in removing older apps in place of newer ones.  For instance, we are seeing similar work being done to fold the Orkut users (still a large user base in Latin American countries)  into the Google+ platform so another app could be retired.

Lessons Learned

So what can we learn from this turmoil and churn in the social media and mobile space?  Below I have some thoughts for you to consider.  They all focus on the fact that life cycle of applications and the data of those applications are extremely volatile and need to treated as such.

Stay Flexible

Let’s face the facts, we are not talking about Yellow Page ads were we talk to a sales rep once a year and then mark in our calendars to review the purchase plan 11 months out.  We have to take a Guerrilla Marketing approach to this area of our marketing plans.  Be willing to invest in something, and leave it alone and move on if the situation changes.  Never holding on to something more then is absolutely necessarily.  Always attacking the mind of the consumer where ever it is found, and when gone, move on.  There is a reason why we are talking about Facebook and Google+ right now, and not MySpace, AOL, or Prodigy.

Be Vigilant

Stay on top of the trends.  Notice where your battle field (the mind of the consumer) is.  If the consumer moves to a new area, be aware of the change.  Stay on top of your stats.  If you start seeing a drop, find out why.  Never stop reading about what is happening in the mobile space.  Pay attention to the mobile app scene.  If this seems to much, then hire someone to do it for you.  Find an agency that will keep you in the right place so you can keep attacking the mind of the consumer.

Act Quickly

Back to the Guerrilla Marketing theme,  move into the space quickly.  Move out just as quickly.  Take over the areas you can master as fast as you can so you reap the rewards of being first, when the benefits begin to lose to the increasing costs, evaluate your position and consider making changes quickly.  Are you sensing the quick theme here.

The enemy advances, we retreat.  The enemy camps, we harass.  The enemy tires, we attack.  The enemy retreats, we pursue. – Mao Tse-Tung

Wrap Up

So for right now, you should be using both Google Places and Google+ Local (i.e. Pages) to drive people to your business or service.  Google is using both in search engine results, and I have evidence they are giving preferential scoring to them.

Would love to read your thoughts on this.  Please leave a comment.

Related articles

• How Smart Phones Are Turning Our Public Places Into Private Ones (theatlanticcities.com)
• Google Places Gets Plussed Company debuts Google+ Local (rant4u.com)
• Google+ Local Launched (stateofsearch.com)
• Goodbye Google Places, Hello Google+ Local (socialtimes.com)
• Google+ Local Replaces Google Places (seroundtable.com)
• Google Places Is Over, Company Makes Google+ The Center Of Gravity For Local Search (searchengineland.com)
• RIP Google Places – Google+ Integrates Zagat (socialmediatoday.com)

Exceptionalism: Focus on the Never

Firstly, I need to apologize up front that I don’t remember where I got this idea from.  It is not my idea, I have used variations of this exercise in my consulting practice,  but I wanted to pass it along.  One of the problems I have when listening to a host of podcast products  is that at times I am not in a good position to stop and take notes.  This idea I found on either Phil McKinney’s “Killer Innovation” or on a “Venture Voice” interview, but that is a guess at best.

We all need tools to help us think of new ways to solve old problems.  We have a lens that we use to evaluate data as it comes in.  Every so often we find a new lens which helps us provide a breakthrough in performance or understanding.  In this case I wanted to share with you a new way of looking at things with a hope that it produces exceptional results.

Always / Never Brainstorming

This is an excellent team exercise.  I would expect at least two large hanging paper sheets and a pile of sticky notes and some felt tip markers would work nicely.  Here are the steps:

1. Define the topic or focal point.  Try to be specific.  I prefer these questions NOT be open-ended if possible to make sure you are focused as possible. Here are some example:
   1. “What are the first impressions of our company/organization/church?”
   2. “What’s the last thing people remember about ?????”
   3. “What do people expect when they ????”
   4. “What happens when a person doesn’t ????”
2. Have the team brainstorm things that ALWAYS happen (Time limit 10 minutes or until the ideas dry up)
3. Now, have the team identify things that NEVER happen for this topic (Same time limit, and keep the answers relevant)
4. Take a break – you just spent 20 minutes hurting your brains! (5 minutes)
5. Nominal Grouping next – spend 5 to 10 minutes  moving the stickies together that are talking about the same thing (duplicate stickies if the idea is relevant to two groupings)
6. Focus on the Never – now ask the team to come up with ideas that would make the never become a reality and be considered exceptional. (20 minutes)

Innovation Bonus Exercise

Now I did get this great idea from a Phil McKinney podcast as I was driving back from a State Cup soccer tournament.  This is the first time I heard this exercise described this way and should provide you some great ideas and insights.

Our brains are programmed to stop thinking once we think we found the right answer and often we leave ideas in our head and never share them because of this reason.  You as the leader or facilitator need to force your team past this creative barrier.    Here is the bonus exercise:

1. Have all your nominally grouped ideas placed on a grid.
2. Each idea group should run across the top of the grid
3. Each idea group should run down the left side creating a matrix.
4. In each matrix box, FORCE the team to come up with a new idea.
5. Use this Hybrid list of ideas for innovative ways to move forward.

The ALWAYS List

This list represents the performance bar that all expect from any organization in the specific category examined.  This list becomes the managers performance list.  The manager will use this list to help identify talents and skills needed by the staff to accomplish these objectives.    Mentoring, training, feedback and possibly team reconfiguration (fire/hire) might be needed to help the team reach the Always Base Level, if they are not already there.  It is imperative that the manager get his team to this level and make sure they stay there.

The NEVER List

The Never list (and Innovation Hybrid List) is used by leadership to determine what the group will take on next.  An assessment needs to be performed first.  Do we have the right talents?  Do the correct skills exist at the right level to take on the new item?  What do we gain by taking on the new item as it relates to our competitors?  How long can we have an advantage before the competitors catch up to us?  And let’s not forget, how much will this cost us?

Marketing Warfare Correlations

Now before I get emails asking me how this relates to Marketing Warfare let me break this down quickly.  This exercise will work for three of the four areas of the strategic squares.   I’ll try and break this down by market position:

Market Leader – you are using this exercise to create a Defensive Marketing Plan.  The goal is to create a moving target for the competitors in your space.   The ultimate object of these  repetitive successes would be to discourage your competitors from attempting direct attacks on your position.

Market Non-Leaders – since you are not using this exercise to attack the leaders weakness within their strength, this exercise should be used in creating a flanking attack and would work best if you focused on an area in which the leader is currently not focusing on.

Local or Regional Leaders – this exercise will produce great ideas for guerrilla marketing warfare plans.    Many of these ideas will place you in a strong competitive advantage to the national companies that cannot respond to the dominance you hold in your local or regional spaces.

Please let me know what you think of this post.  I hope it helps you and your organization.  Your feedback is most welcome!

Good Luck and Good Hunting!

Flanking Warfare Example: Battlefield 2 Ad Server

The ROI Hunters had a very spirited discussion the other day about our differing marketing philosophies. The other agency focuses their marketing energies on consumer or product disciplines. While we treat marketing as warfare with the intent of defeating a competitor on the battle field (the mind of the consumer), rendering them incapable of waging war, or simply destroying their will to wage war.

The Challenge

We were asked to come up with an example, which we thought would best illustrate one of the four strategic areas of marketing warfare: Defense Marketing, Offense Marketing, Flanking Marketing, and Guerrilla Marketing.

Flanking Warfare Rules

“Pursuit is a second act of victory, in many cases more important then the first.” Karl von Clausewitz

Taken from “Marketing Warfare” by Al Ries and Jack Trout

• A good flanking move must be made into an uncontested area.
• Tactical surprise ought to be an important element of the plan.
• The pursuit is as critical as the attack itself.
  • This example first started out in my mind as a Guerrilla Warfare example, but I couldn’t justify the expense of setting up the infrastructure and be willing to drop the investment in a moment’s notice.

Uncontested Area

We chose a space which we believe is uncontested: Ad Services for First Person Shooter Gaming Systems. Specifically we are focusing on a very popular on-line game Battlefield 2. There are many maps which include space in which ads could be posted for players to see.

The ad services code would be added into the game to show up bill boards, walls, or boarded up windows. The ads would be geo-specific so that local advertisers to the players who have registered accounts providing all the information for geo-targeting.

Tactical Surprise

We also chose BF2 because it is also several versions out from the lime light of the newer releases of current games. The code could be introduced in a patch to the existing millions of BF2 players and thousands of game servers. The code would be designed to be modular so that other game interfaced would be build from the core used by all First Person Shooter games.

Pursuit is Critical

The team would be prepared before the introduction of the new code to the BF2 gaming system to branch out to other popular gaming systems. This is key to the planning of this project. We would not plan after we realized the success, but rather we would have our resources in place to take advantage of the successful flanking attack. We would make the competitors think twice before trying to enter this now contested space.

Flanking vs. Guerrilla Marketing

You choose which tactic based on your position in the market compared to your potential or current competitors, the resources you have available to you, and your ability to pursue and dominate a new market or successful campaign. In this example, I assumed that the software development, contractual agreements, and investment in time and money was too great to assume a guerrilla attack. But if I were a multi-billion dollar company I might see this little adventure as a guerrilla campaign.

This was a fun brainstorming exercise. Good Hunting.