Google Says It Has A Tool So That Brands Can Leverage Social Media
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Nowadays, everyone is yelling “Social Media is the next BIG thing…“. Again, if you look at the social media, search is an important aspect in the process of Social Media optimization.
Now, when you talk about search, how can you forget Google! Recently, Dr. Vinton G. Cerf, “The Father Of The Internet” and VP, Chief Internet Evangelist for Google, shared with OgilvyOne, Singapore, on how brands can tap into the social media phenomenon.
Some excerpts from his statements are as follows:-
“The way people filter their information is by listening to other people… get your brand in front of someone that authority in the group.. Identify which people are the opinion makers in the various social grouping… that becomes an anchor… Google has a tool for doing that…we have a build-in filter to find people that are interested in a given brand“.
When he said ‘tool’ he meant Opensocial & Google Friend Connect. Talking about current Google Ad serving system, I have noticed that a website’s regular visitor doesn’t click on an Ad as he/she knows the placement of information & the Ad. So, most of the clicks come from a first time visitor. With Google Friend Connect, they might integrate Analytics, AdSense & Adwords with it so that the Ads are more socially targeted called as “Behavioral Targeting” based on your interests & activity in social media resulting in clicks from returning visitor too.
Now, think of how Google will achieve this?
If you have noticed, while signing up for a Google account, “enable web history” is checked by default. What does it mean?
Simple, Google tracks of all your search queries & web activity. It knows what are you looking for or what you are interested in.
Again, in orkut when you search for something it shows a http://www.orkut.com/ClickTracker.aspx is the result links which means it keeps a track of what you search & click on. For more details, check out the robots.txt.
Again, there is http://play.blogger.com, which is a slideshow of pictures that are currently being uploaded to blogger. This means, Google knows which images are being uploaded by which blogger.
But, apart from the above, there were some other tools that would have been quite useful but are no longer available e.g.-
Google Answers - Well, Q&A sites are part of social media but, Google permanently shut it down in late November 2006. Whereas, Yahoo Answers became quite popular when it entered the league lately.
Google Music Trends - Though “Show current music track” option is still available in Gtalk, Google Music Trends that lists music listened to by Google Talk users in the form of the ‘Week’s top songs’ shut down on March 31, 2008.
Combining all these, Google can definitely do a lot with social media, behavioral targeting and many more which I am not able to think of now…
Video Courtesy: Ogilvy One Singapore, Google
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There use to be a saying: ‘A picture is worth a thousand words’… it will soon be passe. With the Google tool, it will be able to draw a complete picture of his user with just few words. it will be very simple to know not only the demographics of an individual but also his behavior.With Google tying up with Airtel for mobile search, advertising will become so targeted that an individual searching for latest releases will be shown results not only the movies running in the multiplexes in his locality but also the additional offers running in one of those multiplexes depending on his movie preference!
This also means privacy would be invaded in a big way, but i don’t think people would mind it. In few years there will be a new proverb: ‘Few words draw thousand pictures’