What goes into considering a brand the "best?" Is it their product/service, customer service, or social value? When either beginning to frame your brand or spruce it up with a re-branding, it's important to understand what the brand means to you. All decisions for the brand should be based on allowing the audience to clearly see what you stand for.
More than often, a brand will introduce itself to the audience by sharing what their impact is on the particular market. From then on, the most common successful strategy is to keep continuity within your brand. Strong continuity correlates with recognition of your brand across various platforms.
According to Forbes, the current top 10 brands are: 1. Apple 2. Microsoft 3. Coca-Cola 4. IBM 5. Google 6. McDonald's 7. General Electric 8. Intel 9. Samsung 10. Louis Vuitton
Did any of these brands surprise you? Let us know if you can spot any similarities in these top brands! For instance, 6 out of the 10 brands are in the technology industry.
In March of this year, Google announced that it received a patent for a new algorithm called Panda. This new step for Google also brought with it major news for the PR industry.
The Panda algorithm introduced a new piece to the SEO puzzle called Implied Links. Simply put, an implied link is any relevant mention of a brand or product that does not include a physical hyperlink to a form of that brand or product's web presence. Put even more simply, Google is validating that earned mentions PR works to get carry weight, and that they are valuable in boosting that brands search engine rank.
Implied links will be able to take form in many realms --mentions in discussion boards, media pick ups, or blog posts just to name a few. Google of course has many hard line standards that explain what makes an implied link legitimate and relevant.
Now that Google is validating earned media as carry legitimate weight in how SEO ranks are calculated, PR professionals are at a huge advantage in terms of measurement. Adding numbers to PR work can be difficult at times, especially when placing a dollar value on certain PR tactics. Now, implied links will allow a new medium which can be measured and show the true value of PR campaigns.
Using Google Analytic is a great way to track and measure what implied links are doing for your brand. Track how much traffic your client is receiving from organic Google searches. Record if spikes in those numbers correlate with an increase of earned media mentions. We have always known that PR has true monetary value, and now we have even greater numbers to back it up.
To read more on the Panda Algorithm and Implied Links, check out this article by PR Daily and this one by Shift Communications.
In a world where technology is king and data leak scandals are prevalent, we never truly know who could potentially collect our user data. We blindly put our trust into technology companies, whose privacy policies that we never actually read, without skipping a beat.
That is why it should be no surprise that tech giants like Google, Microsoft, Apple and Yahoo knew of the existence of the Internet surveillance program PRISM. According to the NSA's top lawyer, quoted in a recent Mashable article, these companies complied with the government order however they just didn't know it was called that. This revelation comes after months ofrepeated— and very similar —denialsby the tech companies. As it turned out, the NSA can't just press a button and read a target's emails. The NSA has to get a Section 702 order (which refers to the part of the law which serves as its legal basis) and then the companies comply with it, delivering the data in different ways. To put this is a PR perspective, it’s a disturbing thought that something you post for a client on Facebook or something you search for on Google while at work could cause three SUVs to materialize in your front yard while six plainclothes police officers fan out to case the joint and ask you a few questions. Sensitive client information should only be used while in private web browsing mode. What is your opinion on this recent government scandal? We want to know!
"Content is King" is a phrase we are no strangers to, but "SEO is Queen" may be a new one. SEO, or search engine optimization, is crucial for all online ventures. The reining king of the internet, Google, can control which websites have higher rankings during searches. Google tries to avoid things that look like spam, or that are too general, from appearing at the top of the list of results. Having your website or blog appear at the head of a Google search is a great way to increase pageviews and overall traffic to your site.
If you've found that your Google ranking is lower than what you would like, try implementing some of these tips:
Make your keywords count. Google uses keywords and phrases to determine sources that would be relevant to a search. Being able to work a key or phrase throughout a post or the content in a page is a great way to improve your SEO rank. Make your keyword phrases detailed and precise. Instead of listing your keyword as "handbags," or "winter style," write them as people would enter them in a Google search. "How to wear a handbag during the winter" is a much better keyword phrase
Use strong keywords in your URLs. Not only is it important to use your keywords and phrases throughout your content, they need to be wisely utilized in your site's URLs. Websites and blogs that run on Wordpress use permalinks without the name of the content in the URL by default. You should always update this in your settings so that the post title can be included in the URL. Instead of having a page's link read "yourwebsite.com/x?1234" set them to read "yourwebsite.com/name-of-the-post," and be sure that there are keywords in place of "name-of-the-post."
Optimize your images. We often forget that images are really HTML text embedded into our post via codes. This means that images can be picked up by search engines. Always include "alt text," which are basically short descriptions of your image. Most content management systems, like Wordpress and Blogger, make it easy to add alt text without needing to know any HTML. Include keywords in your alt text and photo descriptions to really boost your SEO.
Link with Love. Including links, to other websites and your own, are great ways to boost your SEO rank. Having external links is incredibly important, because Google counts them as a sort of "third party vote" making your content credible. Be sure that the content you are linking to is credible and reliable, and you will see improvement in your SEO rank in no time.
Do you take SEO into consideration on your blog or website? Why or why not?
Is getting a new job one of your New Years' resolutions? If so, now is the time to spice up your job application materials! I believe the most important part of the job application process is your cover letter.
Your cover letter is supposed to catch a prospective employer's eye, but that's easier said than done when it's buried under a pile of applications. As a result, nearly every professional has his or her own advice when it comes to writing one of these formal introductions and bids for employment.
Instead of following the typical formula, why not try a more inventive technique to get your application noticed. Mashable highlighted these five innovative approaches yesterday:
1. The Direct Approach
Lindsay Blackwell wanted to be social media director of the University of Michigan. Instead of typing up a typical cover letter, the tried and (sometimes) true method, she created a website with a video directed at Lisa Rudgers, the university's vice president for global communications and strategic Initiatives.
While Blackwell didn't ultimately get the job, she did land an interview for the position — an impressive feat on its own.
2. Using the Changing Communication Landscape
Video: YouTube, Graeme Anthony
Graeme Anthony, a PR practitioner looking for a job, uploaded his professional information to YouTube rather than creating a traditional cover letter and resume. Anthony's interactive video application included a breakdown of his skills and timeline for potential employers. It showed his video-producing and editing knowledge as well as his ability to use online resources.
In the end, it helped him land a job at Manc Frank. If a simple series of videos is enough to get you noticed, the sky's the limit.
3. The Power of Being Honest
Sometimes employers appreciate sheer honesty above well-written prose and assertions of dedication and passion. An unnamed applicant applied for a summer internship on Wall Street with a short but honest letter.
Whether the lack of embellishment helped secure the position for the student is unknown, but it made quite a splash online and proved that honesty really can be the best policy.
4. A Little Design Goes a Long Way
Image: Alice Lee
With a company as geared to the visual as Instagram, it can take more than a well-worded letter to catch the team's attention.
Twenty-year-old Alice Lee used her design skills to create an interactive website, complete with an Instagram stream with the social network's API. Instagram didn't end up hiring Lee, but she did get to speak to CEO Kevin Systrom, and Lee's site eventually led to an internship with another company.
5. Using Ads to Your Advantage
Video: YouTube, Alec Brownstein
Most of us have Googled ourselves at least once or twice, if only to make sure that nothing strange turns up with our names. With that in mind, Alec Brownstein decided to buy ads that would appear when specific people searched for creative directors' names, or more importantly, when said directors Googled themselves.
The ads led to Brownstein's site with a message that simply read, "Googling yourself is a lot of fun. Hiring me is fun, too." Brownstein now works at Y&R New York, and the ads only cost him $6. It isn't exactly a cover letter, but it isn't a bad strategy.
What do you do when you don't know a word? Google it. Need more information? Google it. Googling always seems to be the go-to. PR Daily published an article that revealed 6 'hidden' tools that Google offers and after reading them I will never Google anything the same way again.
Google Verbatim
As efficient as Google is, sometimes it doesn't really understand what we are asking. Often times it will take our search query and try to change the spelling or offer other solutions. Google Verbatim resolves this issue by forcing our words to be taken at face value. You can access this tool after you've hit "search" and it will be under "search tools" and "all results".
Google Reading Level
This one is pretty self-explanatory. It allows you to filter your results based on your preferred reading level or, in the case of a PR professional, the audience's reading level. You can choose from beginner, intermediate, and expert. This tool is found under "search tools" and "all results".
Google Discussions
Sometimes you're looking for what other people have to say about a question. Google discussions allows you to filter your search results so that it only shows forums, chats, and Q&As. This is perfect for when you're searching for other people's opinions. The tool is found under the "more" tab.
Google Patents
Patents are handy when you're looking for in-depth research about something. This tool will provide you with details about a product or idea and it can also help unveil legal issues. Google Patents is found under the "search tools" tab.
Google Images
This isn't talking about when you type in the word puppy and thousands of adorable pictures come up (though that is great). Google allows users to scan images and use the URL of the scanned image to search. This helps people find out where and when this image has been used, where it's from, etc.
Google Blogs
Similar to Discussions, Google Blogs allows you to filter your search results so that only blog results show up. This is useful when searching for other people's opinions and also for making contacts. The tool can be found under the "more" tab.
Did you know about these Google tools? What do you think of them?
Google seems to have struck gold again gold again with it's newest project: Google Glass. Glass is definitely Google to the next level. It offers it's users a virtual experience unlike any other by having a voice controlled computer resting on their faces as eye glasses. Yes, Google has taken the futuristic virtual experience often depicted in movies and brought it to public.
Here's a demo of how Glass works:
While this may just seem like another tech advantage that has nothing to do with PR, PR Daily pointed out that this advancement can impact out industry. PR and media professionals are notorious for being on the go. The wearability and functionality of Google Glass may change the way PR people and media outlets communicate with one another. Email piches could quickly become video pitches while waiting in line at Starbucks or on the set of a morning show. There could also be a boost in Google+, Google's social networking site, which would present new challenges for social media managers.
In the coming months, it will be exciting to see how or if Glass takes off. Reports say that Google hopes to sell the product for under $1,500 or around the cost of a smartphone. Price point will definitely play a huge role in the popularity of Glass.
Have you heard of Google Glass? Would you purchase it when it does hit markets? Let us know!
Whether for personal interest or because of the many posts urging PR pros to create a company blog, you finally made one and it looks great! Brace yourself if you thought finding motivation to create the blog was difficult because the worst has yet to come: generating content. Yikes! The actual blogging part, believe it or not, requires hard work and a little compassion. To grab readers, your content must be consistent, creative and compelling.
You’ve found the motivation, so here are some tips to help find some inspiration:
Use your network: Imagine those outrageous questions from family members about your job. What is SEO? PR pros use spin and practice propaganda, right? Be patient for a moment and realize these are legitimate questions. People outside the communications field have similar questions and you have a golden opportunity to answer them on your blog.
Comments: Check if anyone has commented on your blog entries. If a reader took the time to give feedback, he or she probably enjoyed the entry. Check for patterns. Are readers commenting on blog entries pertaining to certain themes or subjects? If so, consider it relevant! Perhaps others have an interest in similar posts.
Consider your own queries: Perhaps you have a theory or a hunch and you’d like some evidence to make a case. Engage with your publics on social media by presenting a few questions. Later, you can blog about the results.
Google & Google Analytics: It seems a little basic, but you’d be surprised. Search some themes you’d like to cover or even try typing, “What should I blog about?” You can’t expect your blog topic to be staring you in the face, either. Read between the lines, thinking critically, and let the creative juices flow. Use Google Analytics to see which search questions direct people to your blog. If a blog entry previously demonstrated success, see how you might make a follow-up entry or a type of sequel.
Lastly, PRowl Public Relations staff members work collectively to produce daily blog entries and if you see a chance for collaboration, we say go with it! Think about who might be available for an interview or to feature as a guest blogger. Use the suggestions above for inspiration and sprinkle in some entries from your colleagues and watch those blog hits sky rocket!
Do you have any other recommendations for generating compelling blog content? Let us know!
This guest blog was written by PRowl Public Relations staff member Frank Kunkle.
Always trying to generate the most relevant search results for users, Google is becoming a more social site. With the introduction of Google+, they have been able to incorporate your personal connections into your search results. Below I have outlined some of Google's recent updates:
When you are logged into Google+, Personal Results are included in your search. Personal Results are indicated by a blue person icon on the left side of the website. People and pages in your Google+ circles are likely to show up in these results. To switch to non-personalized results, select the globe icon on the right side of the screen, near your login.
If you are trying to get yourself, or your business page noticed, have a presence on Related People and Pages. Google recommends to show up in these results, your full profile must be filled out and post about favorite topics. These posts will help you gain credibility and show up higher in search results.
Again on the business/company pages, it is imperative to have relevant, high-quality content on your page, so that viewers will +1 you. When posting, use words that pertain to your industry or expertise.
What do you think of Google's social approach?
To read more about Google Social Search and marketing yourself/company click here.
Gone are the days of sending your press release to solely journalists or media outlets. The reality is, your audience is everywhere and you need to make your pitch known from all angles. However, many PR pros aren't taking advantage of search engine optimization (SEO) to relay their message quickly, effectively, and with sufficient content that will be seen by over a billion users, all of which are potential clients in some shape, way, or form. Below are some ways that you can make your PR presence known:
Keywords are the key: Avoid consumer speak. Be generous with your language, keep in mind that your audience does not think the same way as you. Use keywords that consumers will associate with your content and thus make it easier for your content to be found.
Short and to the point: Just like any other press release, make sure your message is clear and precise because the bloggers, journalists, and other PR execs reading your press release will be pressed for time and eager to get to your story.
Search smart: Most search engines only show a small blurb of your content. Try to set it up so that your most relevant information is in the first paragraph, so that when readers click on your link, they will get the main idea of the release.
Link back! Include links in your online press release. This will make it easier for journalists, bloggers, etc. to cover you and find any additional information to include in their story.
To read more on building your content on search engine optimization, click here.
Last week, in a surprising move by Google, Zagat was bought out by the multi-billion dollar corporation. For those who are unfamiliar with Zagat, it is one of the world's leading providers of consumer survey-based information on places to dine, drink, travel and more. It started as a hobby 32 years ago, and has been expanding steadily ever since. Today, there are reviews that cover over than 100 countries worldwide. Google executive, Marissa Mayer, was the one who announced the deal on the official Google blog, and even went as far as to tweet a haiku about it:
Delightful deal done; Zagat and Google now one; foodies have more fun! http://goo.gl/Gwnxg #gogooglelocal
Her excitement is palpable and it is obvious that Google has big plans for Zagat, a company that has found success by housing ratings and reviews based on the opinions of over 350,000 surveyors from around the globe.
For the founders of the company, Nina and Tim Zagat, Google’s offer most likely came as a pleasant surprise. It is known that the Zagats made an attempt to sell the site in 2008, but were met with little success. It is estimated that Google purchased the company for $125 million—a price the Zagats were obviously pleased with. They issued a statement about the company’s new fate on their site to let their users know about the recent sale:
“After spending time with Google senior management discussing our mutual goals, we know they share our belief in user-generated content and our commitment to accuracy and fairness in providing users with the information needed to make smart decisions about where to eat, shop and travel. We believe this union is the right next step for our employees, our users and for our business, all of which will benefit from the additional resources and reach that Google provides. Going forward, we will remain active in the business as co-Chairs, helping to ensure that the combination of Zagat’s and Google’s assets and capabilities will maximize our product quality and growth.”
Google already has listings and maps for restaurants and other small businesses, so to collaborate with Zagat can only bring more success to the corporation.
Have you used Zagat? Are you excited for the merging of Google and Zagat? Let us know!
This guest blog was written by PRowl Public Relations staff member Katie Tully.
Make your way around the tech blogs and you’ll find yourself reading about a “he said, she said” Twitter war involving three of technology’s giants – Microsoft, Google and Apple. No good fight is complete without an unlikely team of rivals - Apple and Microsoft, against Google in a war of words.
The dispute started when David Drummond, Google’s Senior Vice President wrote on Google’s official blog alleging that Microsoft secured winning bids on new mobile technology patents for “anti-competitive means” and that the Justice Department would look into the matter, according to eweek.com. No surprise that that this was shortly after Microsoft far outbid Google for the same patents which could give the Android, one of the leading mobile operating systems in the mobile market, a run for its money.
In an effort to save face, Microsoft fired back at Google’s “unfairness” claim with a tweet from their General Counsel, Brad Smith, saying:
“Google says we bought Novell patents to keep them from Google. Really? We asked them to bid jointly with us. They said no.”
The defensive hits didn’t end there. Frank Shaw, Microsoft’s corporate vice president of corporate communications fired back by also tweeting:
“Free advice for David Drummond—next time check with Kent Walker before you blog.”
Shaw’s tweet included a link to a prior e-mail sent to Brad Smith by Kent Walker, Google's General Counsel, saying that Google did not find it necessary to bid jointly on the patents. Perhaps in a last attempt to avoid embarrassment from Microsoft’s retaliation, Drummond updated his blog post defending Google by stating that Google didn’t bid jointly on the patents because it would generate anti-competitive attacks from Microsoft and Apple partners against the Android market which shares a platform with Google.
Bravo if you’ve managed to follow this petty melo-drama without being confused. This back and forth banter over social media begs questions like “Is social media the appropriate platform to air corporate differences?” and “Why can’t these corporations just sit down and talk?" If we’ve learned anything about the role social media plays in corporate discord it’s that some things are better left unsaid or rather un-tweeted. Take for example Chrysler’s Twitter faux pas where an inappropriate word was used in a tweet referring to Detroit motorists from Chrysler’s social media team.
Corporations, celebrities, and anyone using social media should know that Twitter rivalries and tweets with TMI (too much info) never play out well. In Microsoft and Google’s case, had the dispute been discussed the old fashioned way with live one on one interaction, the temptation to be sarcastic would have been eliminated. The opportunity for an audience, that’s to Twitter derailed any opportunity for meaningful discourse as would be expected from such large corporations.
What we definitely can learn from all of this is that the use of social media to communicate between competitors can easily degenerate into a free for all, in which real progress will struggle to be met. Social media is a powerful tool for corporate communications, but it should never be used to air petty differences.
This guest blog was written by PRowl Public Relations staff member Jessica Lopez
As a PR junkie, I was intrigued by the newest social media website Google+. I quickly got invited to join a friend’s circle and began exploring the many options that it has to offer. I was instantly drawn to the new features. I found myself fascinated that you could choose who to share your content with, I liked the convenience of my Google chrome toolbar having automated notifications without having a distracting screen up, and I began “+1”ing the posts of my networks.
One of the features I find particularly interesting is “Google Hangouts.” This is an option in which users can hang out with each other online via video chats, Youtube streaming, file sharing, webinars, plus more.
A recent New York Times article showed that Google+ has opened up a whole new form of virtual marketing and content sharing on a social media website. Using the ‘Hang Out’ feature, chef Lee Allison has created an online cooking course in which interested users can check the website for a grocery list before class and then participate in an interactive cooking lesson right from their computer. The class has become rather popular and plans to expand from a “hang out” hobby to a virtual business, turning a profit from their gnocci-making and knife sharpening tips.
Currently, Google+ Hang Outs can only host 10 people at a time. However, Google is a constantly evolving company and Google+ is only in the early stages of its development. We can be sure to expect big things from Hang Out’.
It seems as though this outlet might have opened up an online opportunity for interaction, advice, and instantaneous marketing. This may be a great way to gain client coverage and spread professional expertise while conveying personality online.
What do you think? How can publicists benefit from just “Hanging Out”? Let us know!
This guest blog was written by PRowl Public Relations staff member Meagan Prescott.
A recent study from Columbia University has opened our eyes to how dependent society has become on search engines, especially Google. People seem to remember things differently now that there is such an abundance of information available to use on the Internet at a moment's notice.
It was concluded that we are less likely to remember certain information if we know that we are able to find it somewhere else. Columbia University Psychologist, Betsy Sparrow, performed the study and will be publishing her research in Science titled "Google Effects on Memory: Cognitive Consequence of Having Information at Our Fingertips."
"Our brains rely on the Internet for memory in much the same way they rely on the memory of a friend, family member or co-worker. We remember less through knowing information itself than by knowing where the information can be found," says Sparrow.
Her research was carried out during four studies, in which different methods were used while asking participants trivia questions. Their memories were tested when they were informed that they would have the answer available for them to view later and when they would not.
While it may seem negative that we are no longer remembering simple information like we did a decade ago, Sparrow believes that with this research we will have the potential to change our teaching and learning methods in all fields to adapt to our altered ways of remembering. "Perhaps those who teach in any context, be they college professors, doctors or business leaders, will become increasingly focused on imparting greater understanding of ideas and ways of thinking, and less focused on information," said Sparrow.
How often do you rely on search engines? Read more about the study here.
As of recently, Google has officially gone social with its new product Google+. Although this is not Google's first attempt to go social (remember Google Buzz or even Google Wave? Neither do we) this highly anticipated product is getting a lot of press and expected to give Facebook a run for its social media money.
We see a few similarities between Google+ and Facebook including "the stream" practically Facebook's news feed, but "the stream" will be tailored to the users particular interest. Google+ hopes that "the stream" will be the users daily update conquering Twitter and Facebook for the most recent news.
A new feature Google+ has introduced is the circles app. The circle can be tailored to a specific organization or group such as "family", "co-workers", or even a general friends circle. The circle app is also a way to recruit new Google+ members.
In addition to "the stream" and Google's circles app, they have developed the Huddle, a in which to set up talk with multiple friends or individual circles that one has created. The Hangout, includes video up to ten people who can drop in and out of the conversation once invited. Also Google+ has mobile uploading and something called Sparks, allows one to share links with those belonging to a particular group or an individual.
The recent release of Google's upcoming plans about their new product was only a very small piece of the large social picture. Google has recently spent lengthy time and an endless amount of funds to be a giant in an ever expanding social world. Vic Gundotra, Google's social media leader states, “We’re transforming Google itself into a social destination at a level and scale that we’ve never attempted — orders of magnitude more investment, in terms of people, than any previous project".
What makes this new product a threat to Facebook is its ability to individualize post to a certain group or individuals without having all of your thousands of friends see the post. Unlike many other social media providers, Google+'s design is centered around the user and the social world they individually create.
Google has taken a subtle stab at Apple. The internet search giant unveiled One Pass, its new Android prescription model. One Pass is a direct competitor to Apple's recently launched App Store subscription service. Without directly announcing its new product is meant to compete with Apple, Google has designed a service that will surely outdo the App Store subscription service.
What is the One Pass, though? The application is meant for tablets and smart phones. Users are able to sign on to websites using a single name and password. Publishers are able to authenticate individual subscribers so users are not forced to resubscribe. These same publishers are also able to experiment with revenue methods- metered access, subscriptions, 'freemium' content or single articles for sale.
Google tactfully announced, "Our goal is to provide an open and flexible platform that furthers our commitment to support publishers, journalism and access to quality content."
