I have often said two things when it comes to social:

1. You don’t need a million fans.
2. Success in social is often realized through search.

The reality is that these statements are linked. Let’s face it; most organizations will never have a million Facebook fans or Twitter followers. So what does that mean? Does it mean that an organization can never leverage social in a way that yields a genuine ROI? Does it mean they have to settle on doing social because it’s “cool” or everyone says they have to? Of course not. It simply means that you have to leverage aspects of social that are less dependent on your fan and follower count.

One of the biggest things an organization can do is leverage social to propagate its materials throughout the web and add weight to them in organic search. These materials can include articles, white papers, infographics, images, coupons – basically any thought leadership or promotional content.

This leads to my second point that success in social is often realized through search. In many cases a share, retweet, repin, or other form of social distribution can be even more valuable than a like or follow. When you release content into the social space and encourage social sharing you can utilize the social community you do have to spark social/viral distribution. This then weaves your content into the fabric of the web and often does some very important things related to search:

1. Blends your content (that should already be infused with targeted search terms) with comments and commentary and other possible search terms.
2. Gets your content picked up by blogs, deal sites, forums, and other sites that may have their content indexed in Google and other engines in a more permanent way.
3. Gets your content seen by people in the critical moments of active search when it actually pops in search results, creating benefits that last way beyond the flash in the pan you might get from the initial social post.

Search Engines Are Indexing Social Content

So, let’s start with what we know – Google, Bing, and the other engines are indexing social content and utilizing it to score pages and add content to actual results. How long they stick around in the index is not clear, but it can be quite a while.

Let’s look at some real-life instances of social content showing up in search.

Branded results in Google – for starters, just look at what comes up related to your brand. Just on the first page Google is showing our pages for LinkedIn, Pinterest, Facebook, SlideShare, and Twitter and on the left it is displaying our Google+ brand box.

In Bing, once signed in, a search of Facebook posts and other branded content is being shown on the left. This is facilitated via a deal with Facebook that allows them to display search results yielded from your friends’ social posts.

Also, all the engines are indexing social content – check it out!

Finally, all this pickup and distribution of your content gets picked up in blogs and these blog posts get picked up in search. This is really the best thing that can happen.

Apply SEO Tactics to Social

How do you infuse your social activities with SEO goodness? Check out my column “14 Ways to Link Social and SEO.”

Everyone is rushing into mobile, but is anyone doing it well?

According to the 2013 Mobile Sophistication and Strategy Study conducted by Kontagent, only 25 percent of mainstream companies using mobile have a well-defined strategy. Even more shocking, when Kontagent asked companies to rate the customer experience of their mobile programs, more than half rated them as either average or below average.

So why is everyone rushing into mobile if very few seem confident about what they are doing?

Check out my ClickZ article to read more.

You know that old keychain you have with your name on it?  You know the one I’m talking about, it’s the one that your parents bought from the tchotchke store when you were a kid that you’ve been holding onto all these years.  Well, Coke in the UK is taking this idea of personalization up a notch in the by offering personalized bottles and cans.  The products will feature 150 of the UK’s most popular names[1].   So for all you Sophias, Emmas, Olivias, Aidans, Jacksons and Ethans: you’re in luck! (Top names from 2102 according to babycenter.com[2])  Sadly, there are those that may not be as lucky.  For instance, Jason Lee named his child “Pilot Inspector” and I suspect a branded can will not be available featuring said name.

For those folks whose names were not chosen, the company will also have cans available that read “Share a Coke with Friends” as well as a website where users can customize their own bottle and share it virtually.[3]

The campaign is quite intriguing from a branding perspective.  As one Coke spokesperson put it: “it’s quite unusual and arresting to see your name replace a brand as iconic as Coke.”  It certainly creates a buzz around the product and perhaps even makes a subconscious connection with the consumer that this drink is special because it is personalized especially for them.

However, from a Sales perspective, it seems they also run the risk of distributing a product that many people won’t purchase.   In the digital world, often times the more specific you can be to a user, the better, but does that same thinking hold up with a product?  Rather than drinking a generic Coke product, perhaps consumers will feel alienated when they cannot find the bottle or can that is specifically theirs.

One thing I would assume is that the average soft drink consumer will likely spend just that little bit more time in front of the cooler before choosing the soft drink.  And perhaps the next YouTube sensation will be hidden camera videos of people sifting through bottles upon bottles to find their very own personalized version that they can drink, enjoy and place the empty bottle right next to that old keychain they’d been holding onto.

[2] (http://www.babycenter.com/top-baby-names-2012)

[3] http://www.thegrocer.co.uk/fmcg/drinks/in-the-latest-coca-cola-promo-names-are-the-game/342741.article

Target Cartwheel Home Page

Launching this week is Cartwheel, a new deals program from Facebook and Target that will initially offer more than 700 deals that are redeemable only in Target stores.  And every time someone claims a deal an automatic Newsfeed post is generated unless the user has elected to turn off that option.

This sounds like an earlier Facebook program, Beacon, that generated so much user dislike that Facebook had to end the program almost before it began.  Both companies claim that Cartwheel is different because the user has the option to disable the Newsfeed post.  And, just for the record, purchases of some items like underwear and personal care products are automatically kept private.

But this is an interesting attempt at integrating the online world with brick and mortar locations.  Each user can add 10 deals from a variety of collections (groupings of offers themed around events or product categories), the deals are valid for a month, and can be used four times per transaction as well as multiple times throughout the month.  Users can also stack the deals with manufacturer’s coupons for increased savings. Cartwheel apps for IOS and Android are due out this summer but the main site was built using responsive design so it can be accessed from your mobile device now.

What are your thoughts?  Will this be another Beacon-like meltdown for Facebook or will savvy shoppers flock to the site?

I eat out quite a bit, and I have avoided a lot of restaurants that offer up a subpar web experience. Even though many of these establishments might have great food, if I can’t accomplish simple tasks like finding out if you are open, looking at your menu, or finding your location, I am probably not going to make the effort to come in for dinner.

It is understandable that restaurants don’t always have the greatest websites. The owners and operators are passionate about food and the experience they offer, and don’t often have the expertise or time to focus on marketing or technology in general. That being said, there are plenty of major high end restaurants with plenty of resources (even including expensive top end chains) that are losing a lot of business because of poor website experiences that lack basic information about the property.

All restaurant websites should include the following to ten items, while ensuring these basic items are easily accessible from the homepage.

1. Restaurant address / link to map & directions
2. Restaurant phone number, contact email, and online reservations if possible
3. Hours of operation
4. HTML and PDF versions of the menu
5. Current specials or offers
6. Links to social properties/ offers, or social status updates posted by the restaurant
7. A description of the food/experience/niche
8. Misc. items of importance (dress code, credit cards taken etc…)
9. A mobile version, or responsive/mobile-viewable capabilities, with a click-to-call enabled phone number
10. Optimized meta data – Avoid generic tags like “Welcome” or “Home” and include the name of the establishment along with the type of cuisine and the location i.e. “{Restaurant Name} – Boston Italian Restaurant”

Once main requirements are taken care of, there are also a few items that would be considered “nice to have”:

1. Photo gallery – Include pictures of the establishment, cuisine, etc…
2. A description of the background of owners, chefs etc…
3. Information about nutritional information, or details for ingredients in menu items – in some cities and states restaurants are actually required to include things like calorie counts for menu items
4. A page with reviews, testimonials, links to 3^rd party sites like Yelp (if reviews are positive)
5. Online ordering capabilities (for restaurants with a good amount of takeout/delivery business)

And there are a few common things you might find on restaurant websites that should never be there.

Three things restaurant websites should never have:

1. Music or sound
2. A welcome or splash page
3. Heavy flash based content

Making some simple changes to a restaurant’s website could lead to a lot more walk in traffic, reservations, and ultimately sales.

Coca-Cola announced yesterday the company’s first all-digital marketing effort, aimed at teens and focused primarily on mobile.

Dubbed the “AHH Effect,” the initiative will include digital games and other digital content that can be accessed on mobile devices and desktops.

Coke will also supplement the effort with paid and owned media on Facebook and Twitter to encourage teens to create their own software-based experiences for the brand. 25 submissions will be chosen as part of the AHH Effect campaign.

While this is an admirable effort, the one question that leaps out is how this effort will affect sales of Coke products? Will teens be more apt to purchase a Coke product from this campaign? We’re about to find out.

Programmatic buying – the latest buzzword that you probably hear everywhere. It has been around for a while now, but it has become increasingly more important as marketers test and find value in its ability to engage consumers throughout all phases of the purchase funnel, from broad reach, low-cost tactics to lower funnel retargeting. So what are the key things to know about and where is everyone headed with this? To help answer these questions, I have spoken with Jay Habegger, CEO of OwnerIQ. Check out the interview at ClickZ.com.

I was able to see Sheryl Sandberg, COO of Facebook, speak a few weeks ago at a Harvard Undergraduate Women in Business event, where she was speaking about her book Lean In: Women, Work and the Will to Lead.

She starts each of her presentations asking the audience to stand up if they have ever said any of the following phrases, out loud. I want to be the leader in my field. I want to be the CEO of a large organization. I want to be the president of the United States.

Sheryl said that of all the places her book tour had taken her so far, the most people who had ever stood up when she asked that question was here at Harvard.

As someone who has read Sheryl’s book, I’m deeply interested in how women can progress in the workplace as well as her role at Facebook. Interestingly enough, she was speaking at Harvard the day Facebook Home was announced. I loved hearing about life behind the curtain at Facebook, and what it was like to work with Mark. Sheryl speaks candidly about doing what scares you and says, “The biggest risk I ever took was working for a 23 year old when I was 38.”

While we now see Facebook as a power house in social media,  when she went to work for Facebook in 2008, it was a big risk with a potentially big reward. In Lean In, Sheryl writes about how when looking for a job, weigh your options by which company or position has the most growth. This was how she came to the decision to work for Google, and again why she chose to be COO of Facebook and not CEO of another organization.

Other advice Sheryl gives for when you’re looking to work at a great company- maybe even looking to work for MITX’s 2010 Agency of the Year- is that the best way to get a job is to phrase it in a way of how you can help them.

She tells of when an acquaintance called her at Facebook to ask what her biggest problem was and Sheryl responded that it was recruiting talent. That woman went on to direct their HR department and still works there to this day. Focus in a job search or in an interview on what the organization needs, not what you need, to really shine as a potential candidate.

Another great point Sheryl makes is that when you’re at a job, you may want to search for mentors to guide you along your path at that organization. Instead of asking, “Will you be my mentor?” which almost never works, ask instead, “I love what you’re doing, how can I help?” While you may not feel like you can add to the project, there is likely something you can do to help that person, and they will feel grateful that you asked.

Seeing Sheryl speak in person was an empowering moment for me, and seeing all of those young women believe in themselves and the future of their careers made me hopeful for women’s development in the workplace.

Learn more about Sheryl Sandberg in her TED Talk or see her speak about Lean in at Levo League’s Office Hours.

At Overdrive we clearly work hard, but we also play hard.

So last Friday, we decided close up shop a bit early and take a field trip down to one of Boston’s finest establishments….the Harpoon Brewery. Located in Boston’s seaport district, a trip to the Harpoon Brewery not only would provide the Overdrivers with a needed break from the rigors of advertising life, but also a behind the scenes look at what goes into brewing Boston’s finest beer and an opportunity checkout Harpoon’s brand new beer hall!

The Overdrive Team at the Harpoon Brewery

Upon arriving at the brewery we convened in the beer hall for a beverage prior to our first event of the afternoon, the Brewery Tour. During the tour we learned about Harpoon’s entire brewing process from their sources of water (Quabbin Reservoir) to the various machines and components used to make this most delicious product.

Learning the finer points of the Harpoon brewing process from our tour guide.

Upon completing the tour, we then enjoyed a “Tap Talk” in the tasting room. Here we learned more about the various types of beer that Harpoon brews and were also able to sample some freshly brewed versions of the beers that we all know and love, as well as many that are exclusive to the brewery.

The Tap Talk prior to the sampling.

Okay, this Tap Talk is nice, but can we please start the sampling?

Ahh, those samples are not just good, they're GRRREAT!

Finally, we concluded the afternoon back in the beer hall. Here we were able to put our newly acquired knowledge to the test via a blind tasting (otherwise know as “Guess The Beer”) while also enjoying delicious beer battered pretzels and freshly brewed pints of various Harpoon beverages.

Enjoying a few beverages in the Beer Hall.

Think you know your Harpoon? Well then, how about a blind taste test!

Yes, they have a wonderful selection and we just had to try them all!

When all was said and done, you can be rest assured that a good time was had by all! I can also say with about a 99.9999% degree of certaintly that most everyone was in agreement that this was a great way for a Great Team to spend a most excellent Friday afternoon.

Businesses turn to social media to increase visibility, connect with customers, self-promote and stay relevant. The simple nature and accessibility to these networks make them available to any type of business. Social media is inexpensive, easy-to-use and is a great way to handle customer relations. But, is there a wrong way to do social media? Many businesses have taken the leap into social media, but most of them are not utilizing the networks to their fullest capabilities and are missing out on ways to target new customers. Below are some tips to keep in mind when developing a social media strategy.

1) Know your Network

The interactivity that is offered through Facebook is an extremely valuable asset to small businesses. The network offers many ways to interact with fans, but not all of them have the same effectiveness rate. According to Consumers, posts offering discounts are the most effective way to reach customers while advertisements and other paid means are near the bottom. Furthermore, Facebook fans are more likely to become customers than any other social network including Twitter, YouTube and LinkedIn. Placing Facebook at the top of your social media priorities is of the utmost importance.

2) Spend Smart

In order to achieve any sort of success in social media, money needs to be spent. Yes, most of the networks are free, but in order to deliver fresh content on a consistent basis, a business needs to have someone who is responsible for this task. An individual with a background in social media is important, but also a person who is competent in learning about the various businesses and industries that he or she will write for is imperative. An effective social media manager knows not only how to utilize social media but also how to market brands. The combination of these skills will produce the best results for any business. An expert with this particular set of skills is not going to come free, but the return on having someone of this caliber can be immense. If you are going to develop a social media strategy, you might as well have an expert who will produce results.

3) Be patient with ROI

One of the biggest mistakes businesses make in the early stages of their social media strategy is paying too much attention to the short term. A business may not see any sort of return on investment in the beginning stages of their campaign regarding basic audience engagement. Businesses that fail to realize this tend to focus less on their social media efforts, when in reality they need to be emphasizing it more. The building up of your social media status is crucial for creating an online community, fostering customer service and engaging your customers as well. At first it may be discouraging to not see any results, but with time the efforts will be rewarded.

4) Listen and Understand your business

The most important development stage of a social media strategy does not involve writing a post, tweeting, blogging or creating any content for that matter, but listening and understanding your given business in the social world. Reading and observing how your industry talks, interacts and engages with its audience is extremely important. A business does not want to jump into the conversation without any previous knowledge rather they should search for competitors and influencers who are talking about the given industry on various social networks. A business should approach the early stages of its social media strategy by finding the perfect combination of conformity and creativity.

Overall, a social media presence is important for any business. Boosting visibility, engaging customers and staying relevant are just some of the numerous benefits. Above are just a few tips to think about on how to get started.