Google+ App Update Adds Support for Brand Pages

Google+ App Update Adds Support for Brand Pages
The Myth of Customer Service
Big Advice for Small Business from Twitter’s Biz Stone
SMBs Eyeing Mobile, Content Marketing For Future
YouTube Changes Video Ranking, Emphasizes Engagement

Posted: 17 Oct 2012 01:00 PM PDT

Google updated its Google+ mobile apps for iOS and Android devices this week, adding support for Google+ pages. So now business owners that promote their brands using Google+ can do so from their mobile devices.

The update allows page owners to manage their page, create new posts, and comment on other posts from their mobile devices, all features that were previously only available for Google+ personal accounts. Of course, Facebook has an app that allows page owners to manage their accounts, and Twitter can be used from nearly any mobile device. So this update from Google+ was definitely needed if the company wants its platform to be seen as a viable social media option for many businesses.

Aside from the ability to use Google+ pages, the new updates include a few additional features. For Android, the update features a new "find people" option, which lets users search for other people and topics on the site. The Android version also includes a new home screen widget and easier navigation for photos.

The iOS update gives users the option to edit posts and save photos to the phone's camera roll. It also includes support for iPhone 5 and iOS 6, which comes much later than many other social apps, but is an important feature for many users nonetheless. The update also incorporates some new features and layouts for both Android and Apple tablets.

Since so many business owners are updating social media from their own devices, this change could allow Google+ to become a more integral part of social media strategies for some businesses that rely heavily on mobile devices. Though still not as popular as Facebook brand pages, this update at least adds some convenience for business owners who manage social media accounts. The updates are currently available for download in the App Store and Google Play.

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The Myth of Customer Service

Posted: 17 Oct 2012 11:30 AM PDT

There's a pervasive myth about customer service that, if you believe it, could have devastating consequences for your small business. It's one you've probably heard dozens, if not hundreds, of times over the life of your business. The myth goes something like this: "Customer service is the most important thing your business can do", or "Customer service is the one area where your business can distinguish itself from the big guys", or "Customer service matters more than anything else."

I have to admit, I've been guilty of spreading this myth myself. But I had a revelation recently while listening to a friend's experience getting a product manufactured. What seemed like a simple process, using a manufacturer recommended by a trusted colleague, had turned into an endless cycle of receiving a flawed product, getting promises it would be fixed, and having the same thing happen over and over again. In the end, my friend almost missed a crucial shipping deadline for his product launch, which would have cost him a lot of money (in addition to the gray hairs the experience already caused). Throughout the whole fiasco, he told me, "Their service is great. They're really nice, and they always get back to me right away with how they can fix the problem."

There was only one problem: They weren't fixing the problem. While by many measures of customer service—responsiveness, calmness, offering to make the fixes at no charge—this company was stellar, that didn't make up for the fact this manufacturer simply lacked the technical expertise and quality control systems to deliver.

Like all myths, the myth of customer service isn't entirely untrue. Customer service is a distinguishing factor for small businesses, and customers do care more about it than ever in this world of Zappos, Southwest Airlines, and other customer service stars. But if you can't deliver what you promise, the sweetness of those promises won't matter much in the end.

You might pride yourself on how well your business handles problems, but perhaps you should be paying more attention to eliminating problems in the first place. Is it better to go back and forth with a customer 15 times in a friendly fashion, or to simply provide what they ask for (without all the chat) the first time around?

What should you do if you're worried you might be falling prey to the myth of customer service?

Assess your interactions. How often are customer service reps or other frontline employees "touching" customers? What's the average for a purchase and why? Figure out a number that makes sense and what number indicates that something may have gone wrong.
Control quality. Some simple QC procedures such as having a second person check products coming off the assembly line would have prevented the hassle my friend went through with his manufacturer.
Implement systems. As your business grows, it's easy for systems to get sloppy. Review your manual (or create one) that details common procedures in your business so that no matter who handles the process, it's always done the same way. (Think of fast food franchises, which have strict rules down to how many slices of ham go on a sandwich, or how big a scoop of ice cream is.) Procedures ensure all customers not only get the same level of service, but also the same quality of product throughout your business.

I'm not suggesting you become the Soup Nazi (a "Seinfeld" character based on a real New York restaurateur whose soup was so delicious customers put up with his gruff demeanor). But even in today's customer-centric culture, service with a smile doesn’t matter unless you've got the goods to back it up.

Genie Lamp Photo via Shutterstock

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Big Advice for Small Business from Twitter’s Biz Stone

Posted: 17 Oct 2012 08:00 AM PDT

There are few businesses bigger than Twitter, but co-founder Biz Stone recently dished up some excellent advice for small business owners.

While Twitter is now valued in the billions, it was still just a small "side project" as recently as 2006, and didn't begin to take off until 2007. So Stone still knows what it feels like to be an entrepreneur betting his future on the fate of a startup.

Speaking this week at the Public Relations Society of America's International Conference in San Francisco, Stone pointed to passion, creativity, moxie, and a focus on customer service as keys to success for businesses of any size.

Stone recounted the plot of Wim Wenders’ movie Wings of Desire, in which an angel was willing to give up immortality just to know what it felt like to be human. The protagonist was willing to make the ultimate sacrifice—death—just to pursue his passion.

Stone likened this to the path of the entrepreneur, who is willing to put everything on the line to pursue his/her passion.

"In order to succeed spectacularly, you need to be willing to fail spectacularly," Stone told the audience. "That's the entrepreneurial spirit."

Of course, he added, that doesn't necessarily involve killing yourself.

Passion alone doesn't cut it. Success requires hard work and a willingness to create opportunities out of thin air.

Stone told the story of his efforts to make a varsity sports team in high school. He went out for football and baseball, but found the rules way too confusing. Not having played organized sports as a kid, he was well behind the other guys going out for the team, and quit.

He then did some research and thought lacrosse might be a great game for him to play. Unfortunately, his high school didn't have a lacrosse team. He petitioned his school to start one, and the powers that be told him if he could put a team together, then they would support a club team. Stone, through sheer power of will, found enough students willing to play, organized a team, and turned out to be an excellent lacrosse player.

"I figured if everybody was as clueless as I was, then it would be an even playing field," he said.

Stone did the same thing with his first job. During college, he worked for the publisher, Little Brown, where his main responsibility as a gofer was "moving boxes around." At the time, the Little Brown design team was fairly clueless as to how to use Mac computers for designing, and Stone, a longtime Mac user, knew he could do a better job than the designers currently on the payroll.

One day, the entire design team went out to lunch and Stone jumped on the opportunity. He logged into one of the designer's computers and used his skills to design a book cover. Stone slipped in his design with the other proposed designs and his was ultimately chosen. When the head of the department asked who had done the design, Stone raised his hand.

"The box boy?" the boss asked incredulously. Immediately thereafter, Stone was offered a job as a designer.

"The real takeaway is that opportunity can be manufactured," Stone said. "Circumstances can be arranged by you."

Another key for small businesses, Stone said, is the need to be focused on customer service. Twitter hired its first head of customer service when there were only 16 employees. It would be another three years before they hired their first salesperson.

When using Twitter as a customer relations tool, Stone advised businesses to spend "a good amount of time" listening to what people are saying about your brand.

"Look what's being said about you before you begin to respond," he advised. A simple Twitter search of your brand or your executives, Stone said, can give you a good feel for the sentiment about your brand.

The final, and perhaps most important lesson for entrepreneurs is that you have to love what you are doing or else you are wasting your time.

"If I was working at a job I didn't feel was worthwhile I wouldn't be happy, and eventually I'd do a bad job," he said.

Key to Success Photo via Shutterstock

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SMBs Eyeing Mobile, Content Marketing For Future

Posted: 17 Oct 2012 05:00 AM PDT

Last week we told you Google had found mobile "critical" to your marketing efforts and that ignoring mobile made your customers feel like you were ignoring them! And it seems like small businesses owners are ready to heed that warning. A recent study issued by Pontiflex and Borrell Associates found that 72 percent of small business owners plan to increase or maintain mobile marketing spend over the next year. Let's here it for proactive SMBs! Even more interesting—of the 27 percent who will increase spend, many will do so considerably.

42 percent will increase mobile spend by 11-20%
20 percent will increase mobile spend by 21-30%

eMarketer believes the significant spend increase is an effort by SMBs to play "catch up" in the area of mobile and to finally go after the growing number of consumers now armed with smartphones. But SMBs aren't looking to simply become mobile-friendly, they'll also be seeking to incorporate mobile elements into ad and marketing campaigns over the next year to better attract on-the-go consumers and increase their visibility during crucial buying moments.

But not everyone is on board. Thirty-eight percent of respondents said they'll wait a little bit longer and have no plans to integrate mobile into the marketing mix within the next year, putting their businesses at risk of falling behind the curve.

Mobile isn't the only area SMBs will be investing in the next 12 months—content marketing will also see a big push!
eMarketer reports that 55 percent of in-house brand marketers and 58 percent of agencies/consultants will get "bullish" on content marketing in the future as they try to build brand awareness, lead consumers down the conversion funnel, and build customer loyalty. While budgets for content remain fairly small, more and more marketers understand that the content on their site is what will (or will not) allow them to create a connection with their audience. And their eyes are set on doing that.

When it comes to which types of content they'll most invest in: email newsletters (50 percent), social media posts (46 percent), blog posts (36 percent) and videos (31 percent) were cited as the most effective forms of marketing content. It's nice to see video making the top four, as adding video to product pages and email campaigns has been repeatedly shown to encourage brand interaction and keep consumers on a site/page longer. Your website is the voice and face of your brand online, and content marketing efforts are vital to help SMBs craft that brand story and keep consumers engaged with them online.

I think both reports from eMarketer show great trends and offer insight into where SMBs are looking to invest their dollars in the coming years. What's on your agenda? Are you among the business owners looking to buckle down on mobile and content, or are you still waiting?

Mobile Spending Photo via Shutterstock

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YouTube Changes Video Ranking, Emphasizes Engagement

Posted: 17 Oct 2012 02:30 AM PDT

Entrepreneurs and small business owners have been told for quite some time about the importance of video in the marketing mix. At one time, getting someone to click on your video might have been enough, and video content did certainly help your Website in search results. But increasingly, the amount of time visitors spend watching your video or the degree to which your video engages them is gaining additional importance. Attention grabbing may no longer be sufficient. As online video becomes more important, holding your viewers attention is what really counts.

Seeing the Sights

Where do you rank? In fact, a recent change at YouTube, the world’s largest video streaming site, exemplified just how much things have changed. It seems YouTube is now ranking videos uploaded to its players based on the amount of time people have spent watching them, rather than based on the number of clicks they have received. This is a sea change in the way video popularity is determined. The Next Web

Time for a chat. Video engagement is increasing in another way too. Social video chat is exploding, as witnessed in the rapid expansion of ooVoo, a video chat app now used by millions. The service has experienced incredible growth, with a recent report suggesting 7 million users have signed up in the last 100 days. The app is now gaining an estimated 1 million users every 10 days. Venture Beat

Persistence of Vision

Must see TV. Online video advertising seems on the rise everywhere. For example, an Australian study suggests ad spending is not only moving online at the expense of traditional media, but is concentrating in online video and mobile. In Australia, online video advertising represented an estimated 58 percent increase over the 12 months ending in June of this year. Video growth elsewhere has been similarly robust, as we’ll see. IT Wire

Becoming engaged. After recounting some of online video’s incredible growth this year, the folks at a Toronto video marketing firm give a taste of the present and near future of video marketing and advertising. Advertisers are increasingly demanding to know not just how many times their videos were viewed, but what affect those videos had on their audience. VMG Cinematic

Making a Scene

A big production. You don’t need to be Steven Spielberg to make a video capable of becoming viral on YouTube or on any other online channel, says business tech journalist Preetam Kaushik. There are many resources that can help you produce video content of acceptable quality with the most inexpensive of consumer equipment. What you will need is a sufficient social network and the ability to market your video effectively when the time comes. Smallbiz Technology

Collaboration station. Businesses today use online video for much more than marketing and advertising, by the way. Video software company Polycom has introduced a new suite of products aimed at small businesses. The software allows business users to collaborate with others using platforms like Google Talk, Facebook, and Skype. Small Business Trends

Staying on schedule. Behind the scenes, using online video as a component in your marketing strategy is becoming easier and more convenient, with increased tweaks and innovation. Just like posts on Facebook, YouTube videos can now be scheduled to go live at a later date and time. See this recent post and video tutorial by Ileane Smith. Basic Blog Tips

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