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    Google is an Advertising Company.

    By
    Steve Poppe
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    I’ve written before about Google’s “culture of technological obesity” saying I think the company is taking on too much outside of its core mission.  Phones, productivity apps, the list goes on and on. The reality is — the dirty little secret no employee will readily admit — is Google is an advertising company.  (Google Doubleclick.)  Eric Schmidt and his peeps know this but it doesn’t play well at cocktail parties. The technology badge is what they wear most proudly.

    Of the $6.78B in revenue announced this quarter, the lion’s share was ad generated.  Now don’t get me wrong, I love Google.  I’m not a hater. They need to succeed.  Google really is changing the world for the better. But they will Divest or Trivest at some point.  The company is a 3-ring business circus.  And because one of the rings — most profitable ring – is advertising, and because Google hasn’t been putting all of its efforts into providing innovation in advertising, it will lose market share. Ad revenue will still grow, but Google will lose market share. My bet is Facebook and Twitter will take share. Facebook is already doing it and Twitter has just begun.

     Advertising is about search, yes, but also about referral and context and point of sale (POS).  Twitter may have a leg up by combining all four.  To all the developers at Chirp…advertising still is da monies!  Peace!

    Apple PR. Think Different.

    By
    Steve Poppe
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    0

    Wanting to tune into the Apple iPad press conference yesterday I spent time toggling between live.twit.tv and one of Robert Scoble’s video feeds. It was certainly better than nothing, but considering this day and age it was pretty prehistoric. Video reboots, freezing, hippopotamus grunts, feedback, poor screen grabs aplenty.

    After about 20 minutes I blew it off and brought the car to “Tony, Park Avenue.”

    The event was reported to have slowed down Twitter, gobbled up lots of bandwidth and, stirring though it was, was not nearly the event for outliers it could have been.  So, as a PR event it was a fail. 

    A couple of weeks ago, Mr. Scoble was allowed into the Google Phone launch event and though there were some hiccups, it went much better. He streamed from his laptop. The audio was good, the video okay and the overall experience rewarding.  But had both these events been on television, the experience would have been perfect.  Were they both streamed over the net with the right software and load balancing, they would have been close to perfect. 

    Apple wants to treat the press to first dibs. Also, it wants partners and employees to have a better seat.  But the press gets this stuff for free – they don’t pay for it. I know the press is supposed to influence millions of potential buyers but this is Apple.  The demand for Steve Job’s presentation and the iPad, comes from real buyers.  This event should have been open to the global public. This event should have been for the people. This event should have been handled better. Think different. Peace!

    Twitter is not for coupons.

    By
    Steve Poppe
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    0

    coupons sheet

    In a meeting this past summer a young account manager working at a brand design firm asked me about Twitter. “What do you use it for?” He was of an age, late 20s I’m guessing, not known for heavy Twitter usage.  Lots of business people are asking the same question today – especially as it relates to brands.

    Here’s how I use Twitter: My Twitter persona is me. It’s my personality. I blog daily about marketing in the hope of getting smarter, sharing thoughts, instigating discussion and, hopefully, create relationships that will generate da monies. Not being a great or polished writer, I use the blog more for idea sharing and insights which, unfortunately, sometimes come across as pedantic with a little “know it all” mixed in. Sorry about that. It’s about 40% me.

    Twitter is 100% me. I have more fun on Twitter. I’m a more complete person. It shows my politics. Musical tastes. It may not capture the cur dog I am in real life, but it’s a pretty accurate view. And that’s what Twitter should be to brands. Not a coupon house. Not a freakin’ smiley face, obsequious customer care person. The real brand.

    McDonald’s social strategy is “Deepen and enrich the brand’s relationship with consumers through knowledge, sharing and entertainment.” If that strategy is carried out and governed by the brand plan in a compelling, timely manner (timely is key) it can be an amazing tool. It’s early, but Twitter will change marketing as we know it. Peace!

    Publicis, Slinging the Hashtag.

    By
    Steve Poppe
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    0

    I love Twitter and have long said it is a very important media. Global, real-time news with attachments. In a presentation first given to the Long Island Social Media Club, I shared a slide entitled “rock the hashtag.” (Sorry, it was a while ago.)  I encouraged people to be inventive with the hashtag and suggested that in the future marketers would find unique and exciting ways to be promotional with it.   

    publicis logo

    Publicis, an advertising and holding company has just announced a R&D labs with Twitter to help consumers use Twitter thusly.  Right now, they’re focused on marrying Twitter with TV programming which is just a sign of the times; the times being there is a lot of poor television around…and more channels on which to watch them. (Psst, TV Program Creators — the idea is to not bore your audience into using second screens.) Anyway, the labs will no doubt come up with some interesting ideas and twists, which will give birth to new ideas, twists and forms of technology.  Publicis may have just hit a home run here.

    Twitter is about much more than just the hashtag – but the hash is a transformative tool. Hopefully, mid-level marketing managers won’t be at the controls and brand managers will keep an eye on what is going on. Poorly executed programs will have the potential to do more harm than good…rocking that hashtag.  Peace. #merleFest

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