In the latest of our posts looking at how major brands use the four main social networks I’ve decided to turn the spotlight on Pepsi.
The drinks brand is forced to play second fiddle to Coca-Cola’s global dominance, and is unlikely to ever match its rival’s huge social following.
However it should still make an interesting case study, particularly with its long list of brand ambassadors. This post follows on from similar blogs looking at brands such as McDonald’s, Nike, Burberry and Walmart.
So without further ado, here is a quick overview of how Pepsi use Facebook, Twitter, Pinterest and Google+…
Pepsi’s Facebook page is a bit of a conundrum. It has some 17 million fans yet it hasn’t been updated since way back in July 2012.
In fact one of the most recent updates is a video of Fernando Torres when he had long blonde hair, which shows just how dated it really is.
On the face of it the page appears to be official as prior to going silent it posted almost daily updates promoting Pepsi’s ad campaigns and brand ambassadors.
The updates achieved almost zero interaction though, with very few achieving more than 50 comments and ‘likes’, which is also odd as although they’re extremely brand focused they aren’t much worse than a great deal of other corporate Facebook updates.
What’s perhaps most bizarre is that Pepsi recently created a ‘Like Machine’ that traded free samples in return for smartphone owners giving the brand the thumbs up on Facebook.
This is a fairly shameless way of scraping customer data if you’re not then going to make any effort to entertain them once they’ve been lured into becoming fans of the brand.
If you compare Pepsi’s silent page to Coca-Cola’s social efforts and the storming success it’s had just by writing random names on the side of cans then one would assume that Pepsi might soon be hiring a new Facebook page admin.
Pepsi’s sub-brands do a far better job of posting fresh content and responding to fans comments.
For example, Pepsi Max posts new updates almost every day, most recently focusing around its sponsorship of cricket or featuring the magician Dynamo.
The updates featuring Dynamo’s bus levitation trick achieved a huge amount of interactions and were shared more than 120,000 times, however these were the exception rather than the norm.
In general Pepsi Max’s updates achieve just a few hundred ‘likes’ and comments despite having more than 1.1 million fans.
One noteworthy Pepsi Max promotion was its ICC Champions Trophy competition that offered people the chance to win tickets to the event.
To enter users had to upload a photo of themselves with a Pepsi at a Walkabout Bar either through a Facebook app, Twitter or on Instagram using the hashtag #MaxItToWin.
It seems like a good idea but unfortunately it looks like only about 30 people actually entered.
Pepsi NEXT’s updates and level of interactions are largely similar to Pepsi Max, however it also has to deal with a number of critical comments about the health risks of the drink.
Pepsi recently had to change the recipe of NEXT due to health risks associated with the artificial sweeteners it contained, however consumers clearly haven’t aren’t yet ready to forgive and forget.
Pepsi is another brand with a confusingly broad range of Twitter feeds. There’s PepsiCo, Pepsi Max, Pepsi Max Crew, PepsiCo Deals, PepsiCo Jobs, Pepsi Next, as well as feeds for many of the countries in which the drink is sold.
As you’d expect most of the feeds have very few followers, however the main Pepsi account has managed to attract a following of 1.6 million people, some 600,000 more than Coca-Cola.
The social team tweets several times per day with the general focus being on the brand’s association with Beyoncé and its current ‘Live for Now’ campaign.
The idea is to promote Pepsi as an exciting, youthful brand that people associate with having a good time, so its feed is littered with hashtags such as #LiveForNow, #IconicSummer, #PoolParty and #duh.
It’s all rather corporate and dull in my opinion, but it does also throw in frequent ticket competitions for Beyoncé’s world tour, which is a good way of attracting more followers.
The ads offered some fans exclusive ‘meet and greet tickets’ with a ‘queue-jumping’ competition. After tweeting the hashtag ‘#MeetBeyonce’ fans could visit the Pepsi Max site and see where they were positioned in a virtual queue.
At three random times during the day, the person at the front of the queue won the meet and greet tickets.
The ads were targeted at relevant keywords such as ‘Beyoncé’, ‘love Beyoncé’, ‘Jay Z’ and ‘Beyoncé tour’. Pepsi Max also used gender, geography and device targeting to specifically reach women located in the United Kingdom, on mobile.
Overall the campaign resulted in a 20.8% average engagement rate and more than 150,000 mentions.
Looking again at the main account, Pepsi’s social team also responds to occasional @mentions by other users, though not more than a handful each day and generally only to positive comments.
Many other brands have dedicated customer service channels on Twitter but Pepsi appears to largely ignore complaints, or it might be that it leaves them for local markets to deal with.
The PepsiCo feed appears to operate in much the same way. It responds to quite a few @mentions each day but it tends to be mainly positive comments.
As far as I can tell Pepsi NEXT is the only Pepsi brand that has an official Pinterest account. Despite being active for more than seven months it has pinned just 213 images across 14 boards, attracting a mere 1,078 followers.
One of the reasons for this could be that the boards are all slightly random. Many of the older boards tie into NEXT’s ‘Unbelievable’ campaign, so there are collections named ‘Unbelievable events’, ‘Unbelievable Places’ and ‘Unbelievable Party Parapernalia’. But then in among those there are other boards named ‘Homemade Holiday’ and ‘Sampling Events.’
The images themselves are quite interesting, but the social team has included too much text on the pins in my opinion. Also, the unbelievable lists are all taken from Buzzfeed advertorials.
The more recent boards are even worse and just include images and videos from Pepsi adverts that all link back to the product’s official website. Another one is called ‘Pepsi NEXT’ and just includes nine different product images.
It’s hardly the sort of thing that people are going to want to share in great numbers.
Pepsi NEXT is also another example of a brand that has used Pinterest to run a competition. Users had to create a board named ‘Unbelievable Pepsi Next Party’ and pin a branded Pepsi image as well as at least two images depicting their ultimate super bowl party.
It attracted several hundred entries, which isn’t actually that bad for this kind of competition.
Finally, there is an account that purports to be for PepsiCo, however it doesn’t have the official Pinterest tick.
It has created 12 boards for topics such as ‘Innovate Globally’ and ‘Sustainability’ but many of them have only a couple of pins. In general the content is fairly dull and corporate, so it’s unsurprising that it has just 600 followers.
Pepsi is another brand that puts very little effort into its G+ page and generally posts just one or two updates per month. Even so, it has managed to attract just over 700,000 followers.
The posts tend to be images or videos of Beyoncé or other musicians, and rarely achieve more than a few hundred interactions.
Pepsi’s apparent indifference to G+ is by no means unusual and I’ve previously highlighted 10 major brands with dreadful Google+ pages. As far as I can tell, Pepsi’s other brands haven’t bothered with G+ at all.
However there is a G+ page for PepsiCo Jobs that is updated on an almost daily basis.
The content is all based around PepsiCo product launches and marketing campaigns, as well as occasional updates on the company’s interns. It’s not particularly interesting and only has around 1,000 followers.
by David Moth
Today, keywords still play a significant role in search habits, and in how Google and other search engines deliver search results. The trend, however, is moving further and further away from this, especially on Google’s side. Google wants to become less dependent on keywords, and gradually doing so.
Do you see this trend as a problem or a potential problem to your online marketing efforts? Tell us what you think.
When Google launched the Knowledge Graph, it was clear how proud the company’s engineers and executives are of what they have put together.
Google’s Matt Cutts proclaimed, “It’s another step away from raw keywords (without knowing what those words really mean) toward understanding things in the real-world and how they relate to each other. The knowledge graph improves our ability to understand the intent of a query so we can give better answers and search results.”
SInce then, Google has made numerous enhancements to the Knowledge Graph, and has tweaked its algorithm in other ways that would seem to indicate a decreased dependence on keywords. In fact, there have probably been a number of changes related to this that we don’t even know about because Google stopped publishing their monthly lists of algorithm updates for some reason.
Then there’s search-by-voice and conversational search.
Google put out a pretty interesting Webmaster Help video this week in which Cutts discusses voice search’s impact on searcher behavior. In response to the question, “How has query syntax changed since voice search has become more popular?” Cutts talks about the trends that Google is seeing.
“It’s definitely the case that if you have something coming in via voice, people are more likely to use natural language,” says Cutts. “They’re less likely to use like search operators and keywords and that sort of thing. And that’s a general trend that we see. Google wants to do better at conversational search, and just giving your answers directly if you’re asking in some sort of a conversational mode.”
While search-by-voice is certainly a growing trend on mobile, Google, as you may know, recently launched its conversational search feature for the desktop, and improvements to that shouldn’t be far off.
Cutts continues, “At some point, we probably have to change our mental viewpoint a little bit, because normally if you add words onto your query, you’re doing an ‘and’ between each of those words, and so as you do more and more words, you get fewer and fewer results, because fewer and fewer documents match those words. What you would probably want if you have spoken word queries is the more that you talk, the more results you get because we know more about it, and so you definitely have to change your viewpoint from ‘it’s an and of every single word’ to trying to extract the gist – you know, just summarize what they’re looking for, and that matching that overall idea.”
Good luck trying to optimize for gist.
“If you take it to a limit, you can imagine trying to do a query to Google using an entire document or you know, a thousand words or something like that,” Cutts adds. “And rather than match only the documents that had all thousand of those words, ideally, you’d say, ‘Okay, what is the person looking for? Maybe they’re telling you an awful lot about this topic, but try to distill down what the important parts are, and search for that.’ And so it’s definitely the case that query syntax has changed. I think it will continue to change. You know, we allow people to query by images. You can search for related images by dragging and dropping a picture on Google Image Search. So people want to be able to search in all kinds of ways. They don’t want to think about keywords if they can avoid it, and I think over time, we’ll get better and better at understanding that user’s intent whenever we’re trying to match that up and find the best set of information or answers or documents – whatever it is the user’s looking for.”
These days, Google is pretty hit and miss on the relevancy front when it comes to voice search, but I have no doubt that it will continue to improve rapidly. It’s already gotten significantly better than it was in earlier days.
Can you optimize for gist? How will you adjust your SEO strategy as Google moves further and further away from keywords? Let us know in the comments.
By Chris Crum · July 14, 2013
Google+ has over 100 million users, with slightly less of those users based in the United States. If you’re trying to sell your products to consumers, consider websites beyond Facebook. Google‘s group of small-but-dedicated users might just become your most-loyal customers.
Promoting Your eCommerce Site on Google+
Not only does Google want to promote its own products, but sites such as Facebook and Twitter don’t allow Google to crawl content. If you ignore the fact that Google+ is a social network, it’s one more location for Google to index when the search engine sends its spiders to crawl the Internet.
Google also gives prime real estate to content posted to its social network. When people perform searches when they’re logged in, they’ll see photos, links and posts at the very top of the search results. That content could be yours if you utilize Google+. When you’re promoting your latest sale or special, for example, there’s no better place to appear than the top of the page. Posting links to specific pages on your website to your Google+ profile can give those pages a boost.
Plus, you can add your author tag to content that you post on the Internet. When you write about what’s going on your industry, you build your reputation as an authority. Even if consumers aren’t ready to open their wallets yet, establishing your company as an authority can bring in shoppers in the future.
Unlike other social networks, Google+ makes it easy to edit content that you’ve posted. This option doesn’t exist at all with Twitter. If you make a typo or if information changes, you must delete your old tweet and add a new one. Facebook allows limited editing, but Google+ has more options for every post than other social networks by far.
Google+ also lets you choose title text with your posts, which is an important aspect for ranking highly. Quality content helps you go viral, while incorporating keywords into titles can boost your search engine ranking. My experience in creating Google+ campaign for www.paramold.com , eCommerce website from New York, was great. Website has improved rankings big time and attract a lot of new visitors, coming directly from Google+ .
Videos also get more prominent exposure, and they’re a great way to introduce visitors to your company or CEO. You can provide tutorials, display new products or unbox the newest gaming console just in time for the holidays. Videos also work well for Q&A sessions, which have the added benefit of showing customers that you’re listening to their questions.
Google Keeps You Connected
With Google+, you can connect with other users in more ways than Twitter and Facebook combined. Forget simply mentioning someone in your posts, there are a plenty other ways that you can interact with Google+ users, including:
-Sharing content to them directly or to circles that people belong to
-Commenting on a post that a person has created or commented on
-Tagging someone in a photo
-Comment on a photo someone has tagged or posted or is tagged in
-Invite them to events, send event updates or comment on someone’s event
Hangouts, which Google has just upgraded to replace GTalk, are the final way to connect with visitors, allowing you to do so in real time. You could even use Hangouts for your Q&A sessions because Google+ enables you to really connect with other users and not just advertise to them.
A Google+ business page is one of the ways that you can grow your visibility and connect with others. Small business owners have opportunities for connecting and marketing with others through their Google+ business page. A Google+ business page can be a powerful marketing tool that allows you to connect with your target customers, communicate your business message and build relationships with peers, industry leaders and target customers.
To help you get setup with you Google+ business page, I’ve created a starter list of things you should keep in mind:
- Remember that your Google+ Page needs to integrate with your Google account. If you have a separate Google account for your business then use that one and not your personal one to connect to your Google+ business page.
- During the sign up process you will need to have two of these three things: valid telephone number, your location and a profile photo or logo.
- Be sure you are signed into your Google account and then go to http://plus.google.com/pages/create.Once there click on ”Create a Google+ page”.
- Select the correct category for your business from one of the following: Local Business or Place, Product or Brand, Company, Institution or Organization, Arts, Entertainment or Sports, and Other. Then hit the “Create” button.
- Create a tagline of 10 words to describe your business and add a profile photo or graphic.
This is all it takes to set up a “basic” Google+ Page. However, as a business you want to maximize your profile and exposure on Google+ so remember:
- Increase your exposure by adding a +1 button on your site. This allows people to vote on you.
The search box on the Google+ platform is an easy way for people to find you “if” they know your name or keyword. This is called “Direct Connect”. You will know if a page is a “direct connect” page as the page tagline and graphic will show in the drop down menu. However, with so many business pages, not all pages will show up in the drop down menu. Just like moving up in the search engines, you want to move up in the Google+ search as well. You can do this by:
- Sharing your page – Once your page is set up you will be given the option to share it. Make sure your profile is ready to go and share it.
- Enable Google+ Circles. Circles are becoming a very important part of Google+ so be sure to have these activated. You can do this by going to your account settings and selecting Google+ and then customizing your Google+ Pages settings. It is quick and easy.
- Create a badge for your page. You can do this at the time you create your page or just enter your URL into the box provided to create a badge. This is not a +1 button, but a unique badge you can post on your sites to increase exposure.
Google has already stated that high “direct connect” status is based upon page relevance and popularity. It is based on the number of links between your site and your Google+ page. So in order to move up the ranks be sure to:
- Interact regularly via Google+. This means have relevant links, posts and keywords. Make sure the content is valuable in nature and is original.
Last but not least, PROMOTE YOUR GOOGLE+ PAGE! Add fresh content often and link it to your AdWords campaigns if you are using one. Just promote, promote, promote. The more people who know about your Google+ page the better. If you use these simple steps you will have a great Google+ experience and you’ll be able to maximize your experience. This is a powerful marketing tool just waiting for you to take advantage of it.
After you set up your basic Google+ business page you will want to continue to learn about promoting your business on Google+. A great way to do this is by joining Training Hangout. Training Hangout gives you access to special guests who are experts in their field. You can also learn to easily conduct Google+ Hangouts which are an excellent way to increase your visibility.
Checking out the new version of Google Maps and noticing some new features, but also some missing ones? Here’s five quick tips to help you navigate the new interface.
After promising that Maps would receive a face lift and some new features at Google I/O, the app is finally delivering the goods. Google Maps v7.0.0 tidies up the interface and brings some shortcuts for the features you use the most.
The new version is rolling out via Google Play to Android devices running 4.0.3 and higher (with an iOS coming sometime in the future). If you haven’t received an update yet, sit tight. You do have the option of downloading it from a third-party file hosting service, but this is not recommended.
Now, let’s get into the five things you should know how to do in the new Google Maps on Android:
(Credit: Screenshot by Nicole Cozma/CNET)
Tip 1: When you look up a destination, you can slide the information card up from the bottom of the screen to reveal the call, save, and share buttons (borrows the Google Now card appearance). You’ll also see the street view of the location, ratings, and reviews. No more trying to tap on the tiny map pin to open the information page!
(Credit: Screenshot by Nicole Cozma/CNET)
Tip 2: Tap the silhouette icon at the far right-hand side of the search bar to gain quick access to your map data. This data includes reviews, saved addresses for home and work, nearby offers, saved places, and even recent searches.
(Credit: Screenshot by Nicole Cozma/CNET)
Tip 3: Traffic and satellite layers have been relocated to a general menu. Simply tap on the gray tab along the bottom left-hand side of the app and the menu will slide open, allowing you to enable your desired layers.
(Credit: Screenshot by Nicole Cozma/CNET)
Tip 4: The Local feature has been replaced by Explore. Press the search box at the top and then scroll down the page to find the Explore banner, where you can choose from eat, drink, shop, play, and sleep. There’s even a menu with categories so you can find places around you without knowing the business names.
(Credit: Screenshot by Nicole Cozma/CNET)
Tip 5: If you want to save Google Maps so you can access them while offline, just say or type “OK Maps” (Google Glass, anyone?) in the search box. You’ll see a message that says the onscreen map area has been cached.
Update: In lieu of feedback about the method used for saving maps offline, Google has added a new “Make this Map area available offline” link under the search box for faster access.
You may have noticed that Latitude is nowhere to be found in this version of Google Maps. If you want to see locations of friends, you’ll have to open the Google+ app and choose Locations from the left-hand menu.
Have you noticed an important difference or awesome shortcut for the new Google Maps on Android? Share your tip or general thoughts on the new version in the comments!
Rescoure : cnet.com
With more than 225 million business individuals now on LinkedIn, there is a growing trend to ensure that a LinkedIn profile is not only created professionally, but can also be discovered by search engines such as Google. As a result of the public nature of the majority of users’ LinkedIn settings, an increasing number of individual profile pages are appearing in search engine results – particularly when searching for, validating or screening the information and expertise of potential candidates.
LinkedIn advise that in order to ensure your profile is displayed in search engines like Google, Bing & Yahoo, your profile can be made visible by adjusting your settings, sending out at least one invitation to a business colleague or friend and adding as a minimum, one connection.
In order to ensure your profile is visible you will need to amend your settings. The process should only take a couple of minutes and can be found by going to your profile avatar (picture) in the top right corner and choosing ‘Privacy & Settings’ as an option. Here you can amend who can see your profile picture (‘Change your profile photo & visibility’ and ensure your settings are ‘Everyone’) and ‘Edit Your Public Profile’. Users have a tick list of profile content which you can opt for everyone to see.
LinkedIn recommend users to ensure their profile is updated regularly (at least every month if you are wanting to be top of results), as well as checking all additional sections have been correctly filled in. These sections include:
- Attaching a headshot as your profile photo – This should be a professional business photograph. Users should remember that all profile images are searchable on search engines, especially in Google Images. Therefore care should be taken on the choice of image used, perhaps choosing to reflect a corporate element for a business networking site – here are 7 pictures you should NEVER use.
- Completing your Headline – This is the wording which is shown next to your profile picture and name on LinkedIn. Some people like to customise this to fully reflect your role and act as an aide to stand out from your competitors – it’s shown as a summary in all search results. Here are 10 LinkedIn Headlines that stand out from the crowd.
- Writing a short description to include in the Summary box – This is similar to a summary of a CV and is meant to be a couple of paragraphs detailing you and your role – make sure you spruce it up!
- Adding industry specific key words under your job history – If you work within a business sector which has unique industry key words, recruiters will search on those requirements and therefore your profile will show in search results.
- Entering each of the skills & expertise you possess – This acts as an additional section to add industry specific skills. Care should be taken however to ensure that you only accept skills from individuals endorsing you which are relevant to your business area.
As LinkedIn are constantly changing and updating their offering, a number of optional areas have recently been introduced to complete such as:
The option to complete the project name, date, project URL, description and to add all team members relating to that project. This feature could be useful if you are a contractor and working regularly on project-based work. It could be an excellent way to demonstrate the structure, workflow and expertise required for the project.
You have the ability to enter any other languages spoken and the degree of fluency of said language. This could be beneficial if you are interested in moving to work overseas.
Individuals utilise this section to mention any publications or editorials written, including the title, publisher, publication URL, and ability to add any other authors. If you work within a niche business area and have written publications on your areas of specialism, this will give recruiters and hiring companies’ visibility of your knowledge and expertise within your industry.
If you belong to any industry organisations, there is the option to enter the organisation name, position held, occupation, time period and any additional notes. Again, for a recruiter this is very useful especially if you were to work within a niche industry or sector. It will help position your profile as a stronger match on any keyword searches being carried out by recruiting companies.
LinkedIn also gives you the option to add honours & awards, test scores, patents, certifications and any volunteering & causes you work on.
If you want to be discovered by recruiters on LinkedIn, you should ensure that you have completed the following checklist:
- Is your profile being kept up to date?
- Have you entered all the relevant information to your current job?
- Have you completed your skillset?
- Have you ensured that both your profile and picture are visible to ‘Everyone’?
And finally and perhaps most importantly, ensure the contact details in both the contact box and your profile are visible and up to date.
Resource : theundercoverrecruiter.com