How Google’s interest in Yelp may impact Google Analytics

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Analytics tool providers are searching to capture consumer buzz about products & services, as well as to determine the response to online marketing efforts. From tools from Radian 6, to URL shortener stats in Hootsuite and AddThis, marketers want to know how many people will share a contest or a coupon through Twitter or mention a product on a blog. Even moreso, businesses need to monitor how well in a rating system it is doing.

With this in mind, Google’s interest in Yelp comes from a potential link for Yelp-listed businesses that also use Google Analytics as well.  Image a business being able to compare stats from Yelp to its analytics data to determine impact on website conversions.  Combine this with Google’s introduction of a URL shortener — Most shorteners usually have a stats counter — and you have an enhanced analytics solutions capable of letting small brick and mortar businesses monitor their website, their online marketing (be it PPC, banner, or YouTube ad), social media (through URL shortener) and offline performance (through Yelp! customer ratings). 

As of this writing (12/21), a potential deal is no longer on the table. This type of arrangement would have been a considerable competition to Yahoo! Analytics, which combines its analytics with small business services, or Omniture, which has also begun incorporating social media into its Site Catalyst package.

If Google does not acquire Yelp!, who else would make a good partner?

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Estee Lauder links offline and online engagement through makeovers


Businesses can find ways to build buzz and excitement online through the offline practices most familiar to its customer. Estee Lauder found an excellent example, using the traditional make up specialist at the cosmetics counter, to create content for customers to share product benefits (and have fun). Customers complete a make over in a department store, and then send an image to Facebook friends to share. Read how Estee Lauder uses Facebook and its traditional makeup trials at department stores to engage its customers.

The marketing for Estee Lauder make up shows how content needs to be sharable to the user. Otherwise, the audience expected for a website will not develop. For a small business, it is important to truly develop useful content for the consumer and to learn quickly from the engagement.

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When Social Media Is Not A Marketer’s Friend

No matter how wonderful social media is among the marketing faithful, the content can sometimes become the foot that enters the mouth. Toyota tasted foot sandwich when a Saatchi & Saatchi- produced Yaris commercial was seen by Australian Facebook and You Tube viewers as too demeaning to women. Facebook negative reaction — Hmmmm, sounds familiar to the Honda fiasco with Facebook (Read the Zimana blog article When Facebook Is Not A Marketer’s Friend).

It is reasonable that Toyota (and Honda) would run into a troubling miscue, even when compared with Ford’s notable success with the Fiesta Movement. Automakers can be very susceptible to social media mishaps because of the nature of the product — a car or truck — has many features that can provide benefits and sway a consumer to one vehicle vs. another. Trying to cram too many points into a short commercial, short radio ad, or an even shorter tweet can make message recall difficult. Or in this case bring shock by trying to be too clever to convey everything and sounding offensive in the process. The ad does bring pause: how could someone not see the problem with this? At the minimum the ad comes across as a left-over watered down Saturday Night Live ad.

There is an excellent mUmBRELLA analysis on Toyota’s media mistake. The mUmBRELLA article raised great points about giving wide latitude to an agency inexperienced with PR — social media essentially is PR with exponential impact, for good campaigns or bad. Companies have to really be a steward of the message, not just be clever and insulting. What works on Saturday Night Live or Monty Python really doesn’t in the real world.

The ad was pulled from You Tube and Facebook, but many copies have sprouted up.

What do you think is important to know when using social media?

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