Because the best marketers deserve great content.
Forrester’s Google Plus Advice Reveals Where SMMS Fails
Nate Elliott is out with a new Forrester report on The Case for Google Plus. It is a solid report that captures a lot of the trends that we are seeing here at Percolate. For all the criticism that Google+ has received, one thing is clear: it is a massive platform with global reach and a green field of opportunity for brands.
Google Plus now has over 300M people around the world that use it monthly. That makes it one of the largest media platforms in the world and gives it greater reach than almost any TV or traditional digital media opportunity.
How did Google Plus create such a large platform in the face of the criticism it has received? Because it took advantage of the three major shifts that all media are undergoing.
Google Plus is social, mobile and global. What social, mobile and global shows us is even when you are the third or fourth largest social platform, you are still far bigger than any other digital or traditional media and as a brand, you can’t ignore the potential opportunity.
For all that is right about Forrester’s report, where does it go wrong?
Elliott recognizes the challenge of creating more content for brands when they adopt new platforms. In light of that he recommends brands just syndicate (read: copy/paste) whatever they are doing on Facebook over to Google Plus:
Syndicate your Facebook content to Google Plus. Google tells brands they should develop a distinct voice and content plan for Plus. But the reality is, your Facebook posts will work just fine on Google Plus. Brands as diverse as IBM and Louis Vuitton syndicate most of their Facebook posts directly to Google Plus — and both brands handily beat the average engagement rate on both sites. Most social relationship platforms make this kind of automatic cross-posting a snap.
While Elliott has recognized the largest challenge that brands now face in a social, mobile, and global world, I have to disagree with his recommended answer to the problem.
We see the uniqueness of the Platforms as one of our core building blocks for all marketing. From our Building Blocks of Marketing whitepaper:
Platforms are the stage for content, without them there would be no way for it to reach the intended audience. Of course platforms these days are endless from the obvious social platforms like Facebook,Twitter and LinkedIn, to the brand’s CMS and email marketing system. Everywhere marketing messages are delivered is ultimately a platform for content.
A brand would never dream of running the same ad in Sports Illustrated and Vogue. The reason for that is they understand the style, the format, and, most importantly, audience in those publications are completely different. So how did we go backwards in our understanding of how to best create compelling marketing messages for consumers? Here, I believe, we’re letting the technology brands have purchased in the past dictate the way they communicate with their customers.
The last generation of marketing technology, which Elliot calls Social Relationship Platforms (SRP) and we usually call SMMS, was built to help brands effectively transfer their call center to social. The first generation of marketing software bet their future on a social world that no longer exists (one where the only concern a CMO had was how to best route a complaining customer). Social is no longer an entangled call-center-at-scale world. As Elliott is seeing, modern marketers are now expected to create a constant stream of new content directed at different platforms and ever-more granularly targeted audiences.
The transition we are going through has triggered the need for a new system of technology. That’s why we built Percolate around your brand, your audience, and the content that fits them. We welcome clients that want to build a unique strategy around Google Plus, and every major social channel, to complement the rest of their marketing. We have just the platform for them