Has Social Media taken Marketeers on a 360 degree journey?

Recently I am reading more articles about how search engines are getting better, smarter and delivering increasingly relevant results.  I have been reading articles like this for 15 years (that's pretty much when Google came onto my radar), lately these articles have made for more exciting reading with the emergence of automated Image Recognition, BIG DATA (see what I did there with the font) and new techniques for fast searches of these huge amounts of data.

Big Data in a nut shell - the Social Media giants and the Search Engine major players have been collecting data about us, lots of data.  Data from ... everywhere.  The usual suspects are browsers and web sites, but they are also getting data from our spending, credit cards, loyalty cards, mobile devices, our cars, our phones, tv's - even our central heating thermostats (google own Nest) soon our fridge will re-order eggs from Ocado (or Tesco's, Asda etc) arrange a convenient delivery date and time and post a note in our diary - because it can.

But its not just the Big Data that I am reading about - what triggered the thoughts in this blog was an article discussing the Automated Image Recognition technology being developed allowing the search engines to extract contextual information from still photographs and video.   So now a photograph can be automatically analysed to determine its actual context / content regardless of how we label it - if its a picture of a cat, its a picture of a cat.  

Basically, the decision on what is relevant content for an audience is now squarely with the Search Engines and Social platforms, no matter what key words you use, now they decide - queue an algorithm update from Google.

Bringing this all together, 'they' have huge amounts of data on us, combined with clever, fast, pattern matching search algorithms = extremely accurate search results, based on what we are interested in matched to what the content is actually about.  Organic results from Organic searches on honest Organic data.

So our social proof is going to be increasingly important as only interesting content will be delivered to interested people.  Its not just the search engines that are doing this - the Social Media platforms like Facebook are filtering who see's our posts.  I have blogged on how Facebook are doing this, you can find that article HERE. 

So, there's where I come to my idea that Marketeers have gone on a 360 degree journey.  The art of Keywords, SEO, meta tags, the 'art' of optimising web sites, blogs and content to convince search engines to rank your material higher is increasingly being trumped by the simple actual relevance of the content to the target audience.  And now that relevance includes search engines and platforms interpreting the meanings in a picture or video for themselves.


Welcome back traditional marketing skills of understanding a target audience, creating and sourcing appropriate content and placing this where it will get seen.  That its now online is academic, the web is completely transparent.


Any one want to buy a Crystal Ball, one careful owner? 

Does Social Media take too long? - A Guest Blog from Jon Baker

Does Social Media take too long?

Jon Baker of venture-Now (see below) has written this guest blog for 24/7.

I've always been told, but now I’ve actually discovered that I get most benefit from Social Media when I engage in discussions, in a structured manner.

Underlying this is a need to have clear objectives, linked to your strategy. This article is about my daily one hour routine - my “socmed hour” (it’s normally more like 40 minutes by the way).

What’s your routine – or when are you going to create one?

My LinkedIn morning routine

• Groups: I’m a member of many groups which I break into 5 categories. I scan one of those categories daily. It takes 10 minutes, the objective: Contribute to interesting discussions, share information etc.
• My profile: Check to see who’s visited my profile. Often I’ll drop them a quick LinkedIn mail to say Hi. It takes 2 minutes, the objective is to engage with potential contacts
• Group discussions: I review responses to any comments I’ve made in discussions. LinkedIn only emails me when somebody responds to one of my comments, I focus on those threads. Those emails go to a specific folder in my email, not my inbox. It takes 10 minutes, the objective is to engage with potential contacts and prospects.

My Twitter morning routine

• Scan through the followers I’m most interested in. Respond to interesting comments. If you think there are too many tweets and not enough time, try using lists differently. It takes 10 minutes, the objective is to engage with potential contacts.
• Produce 10 RTs: Scan through source material looking for interesting tweets and schedule RTs throughout the day (one of my favourite tools, bufferapp is great for this). It takes 10 minutes, the objective is to become known for providing useful material, attracting new followers and engage with existing followers.
• Review best responses to RTs: Look at the retweets from the previous day, look for the one that created the most interest and consider using it as a LinkedIn discussion group topic. Total time 2 minutes and the objective is to source good material for LinkedIn
• New Followers: Review the tweets from my new followers, respond to some and decide to follow them, or not. I take no more than 5 minutes, and engage with new followers

Twitter spare time.

A couple of times through the day I spend 10 minutes (and no more – use an alarm clock), look at tweets mentioning me and respond where appropriate.  Read tweets made by people I’m most interested in, respond where appropriate (A-listers). Time: 2-3 minutes. Favourite any tweets I see that I might later RT

LinkedIn spare time.

Look at my home page, like or comment on entries as appropriate, for no more than a minute.

LinkedIn weekly activities

• Group discussions: Start an interesting, useful discussion in each of the groups I’m in every 2-3 weeks. These are based on useful material I can share, seeking views on issues. Using LinkedIn groups for growing business makes lots of sense. Time: 10 minutes. Objective: Engage with potential contacts and prospects.
• Connections: Seek target connections and either connect, get alongside or develop the relationship off line. Time: 10 minutes (excl speaking offline). Objective: Increase business.

Summary

That’s about 4 hours a week (equivalent to one networking meeting) during which I get to influence and “meet” a lot more people than one face to face networking meeting.

Fundamental to this philosophy is that:

• providing useful and interesting material is important. This may be mine (blogging) or based on other peoples (sharing good content)
• Social media success requires one to engage in conversation and getting to know people – not pumping out your message and waiting for clients to arrive at your doorstep.
• Doing the right things gets the right results, being unfocussed doesn’t. The default diary and time blocks help with this.
• Some people are far more interesting than others – even if they’re not prospects! Knowing not all networking contacts are equal is important.
• There are some great tools to save time, my 6 favourite social media things in 2011 show some of those tools. But you can’t just automate social media

That's the thinking behind the way I use my time; what's yours?

Jon Baker is a 24-7 Group Director in Milton Keynes. He is a Business Coach, Sales trainer and experienced public speaker. He works with the owners of businesses that have 5 to 50 staff and helps them to create focus, clarity and more profit in their organisation.

Just what is going on with this security feature "reCAPTCHA" ?

Are you aware just what is going on with this security feature "reCAPTCHA" ?

You may be aware of the web security feature reCAPTCHA, that applies a simple ‘Turing’ test asking you to type in two words, that are poorly displayed, to confirm you are a human and not a software application, or ‘bot’, trying to hack their site. Well, there’s some interesting stuff going on here ....

ReCAPTCHA was originally developed by Carnegie Mellon University, and in 2009 was acquired by Google. And now, it’s available to any web site wishing to deploy such security to keep bots out. Moreover, its FREE. Awesome.. how cool is that ! I love Open Source Software communities.

Here's the Original reCAPTCHA "Classic" if you like, easy enough to use - all you do is type what you see - the rationalle being that the bot's cannot make out the words in the image.

Hah ,... Daleks 0 Mick 1

reCAPTCHA 'Classic'

Time moves on - and the chaps at google are clever... Now they have a 'noCAPTCHA' application. This uses some neat behaviroual analytics to guage the likely hood that you are not a bot.  

NoCAPTCHA 

Relax - its not big brother - rather gentle really, they simply track how the mouse moves within the CAPTCHA frame and their algorithms can detect bot or human... 

FNarrrr  Daleks 0 Mick 2

And if there is doubt after the noCAPTCHA test and the google brainiacs decide they are not sure about yout bio/silicon ratio they'll invite you to answer the following modern version of the classic reCAPTCHA question...

reCAPTCHA part Deux

They think its all over... it is now.... Daleks 0 Mick 3

But .... I can’t help myself – I’ve been around IT for <ahem> years and I had to ask myself ...”is it FREE, what’s the catch?”

And, guess what, there is a hidden agenda. BUT it’s still COOL. You may have wondered why the words you have to type are normal words. Well it seems, Google are digitising books for the internet.  And some of the words they scan in – their OCR software ( which reads the scanned text ) doesn’t recognise. When you are answering a reCAPTCHA question, the word shown is one of those indecipherable words the Google OCR didn’t recognise, and this is Google throwing it out into the InterWeb and gathering interpretations from you and I. Google report that the system displays over 100 Milllion CAPTCHA's every day - not surprosing one major project, to digitise the New York Times back archive, is already complete.

So everytime you answer a reCAPTCHA question you are digitising a book. I said it was cool.