Are You an Online Marketer or Just an SEO?

At SES London, Mike Grehan headed up an Orion Panel with Jill Whalen, Brett Tabke, Chris Sherman, Kevin Ryan and Rand Fishkin. The panel was taking a look at “SEO Where To Next”. I’m not going to rehash what went on at the panel, if you’d like a run down Paul Madden did a good summation of it. What I am looking to discuss is our roles, are we just SEO’s, PPC practitioners or affiliate marketers, or, are we online marketers?

What prompts me in asking this, is how in the past 2 years the rise of “Web 2.0” (I really hate that term) has begun to affect how people consume content, media or anything on the web. Focusing on just SEO, PCC or even Affiliate Marketing, we tend to rely very heavily on the search engines. Heck, we live, die and cry by what Google does. Take a look at the announcement by Matt Cutts about the canonical tag, the search marketing world went nutz!

But what happens when more and more surfers on the internet stop using the typical search engines to find what they need? Confused? Let me explain.

With the advent of the iPhone and its open application system, you no longer need to go to Google to find a nearby restaurant. That’s right, iPhone users have a bevvy of applications that connect them to the internet without a browser and without going to Google and getting a map with a list of restaurants. OpenTable will tell you which restaurants near you have available seating, Urban Spoon does just about the same thing.

It’s not just the iPhone either, AccuWeather just launched a nice little widget much better than than the dreaded desktop “WeatherBug” app(that adds those dreaded tracking cookies that Norton catches). Through the slick Adobe Air backend, AccuWeather tells me my weather without opening a browser and typing in “Weather 19468”. There’s also a nice AdobeAir Application called Tweetdeck to help you manage Twitter, never having to connect to a browser to hold a relevant conversation.

Facebook and Myspace both have phone applications for iPhone, Blackberry or just about any smart phone out there. It’s becoming easier and easier to connect to the internet and the sites you want, and to find the things you want without using a browser or even a search engine.

So with that in mind, I posed this question to the panel. With the ability to connect to the internet w/o a browser, is it the SEO’s job to still work with these types of applications? Only one panel member answered, bravely, Rand Fishkin said he didn’t believe this was the SEO’s job.

I agree, to a point. If you define yourself as an SEO who just optimizes web pages or websites, then yes, he’s right.

But if you have an eye on the future of marketing and are seeing what new technologies are emerging and being embraced in our world, I have to disagree with Rand, in that, that view is really limiting. Businesses are going to have to embrace moving even beyond just the typical web page for an online presence. Search Engines aren’t just browser based anymore, the OpenTable application demonstrates that to a “T”. As responsible online marketers, we have to look beyond just websites and Google, we have to look at the entire online presence, and move beyond the thought that SEO means web based search engines because it doesn’t. So are we SEO’s or Online Marketers, or perhaps both? I guess in the end its how you define “SEO”.

That leads me to wonder this question, is the holy grail of search – the “Google Killer”, just going to be the inevitable change of end user habits? Interesting thought isn’t it? :)

Relationship Building Is At the Heart of Building a Solid Community

building relationshipsAny community whether it is offline or online is only as strong as the relationships that have built it. Understanding that building a community one relationship at a time is critical to how long or how fleeting a community survives. Knowing that fact, is critical to any online marketing strategy companies or even individuals embark on in social media. One day you might find that a community has sprung up around your brand, product or service, if you don’t build solid, enduring and transparent relationships with your audience, it can disappear just as quickly if you don’t invest in building relationships with community members.

There’s no quick fix for building lasting relationships. No “drive-thru”, “fast food”, “overnight success” answers to building a lasting, thriving community that can withstand the trends and falls of the every picky, constantly distracted consumer. There’s only the ardent task of reaching out to one community member at a time and touching them personally. Unfortunately and sadly to some marketers, they are only interested in “how can I get X number of links fast”, or “how can I get X number of friends fast”, and that’s where they go wrong when jumping into social media.

Something magical happens to companies and individuals who take the time to reach out on a more personal level to build those relationships they deem important. They create evangelists. They create word of mouth marketing. They create something viral. All from taking the time to personally respond to an email, a blog comment, a post on a forum, a message on a FaceBook fan page, a glittery comment posted on MySpace, that personal “reaching out” means something to people. The simple act of saying “Thank You” or “I’m Sorry” or even “How Can I Help?” goes a long way towards building trust and a relationship that can touch many more people than who you reached out too.

Social Media and Community Building are not overnight sensations, you can ask any forum moderator or message board administrator. It takes time to build relationships that last. Even the “A” list bloggers (o.k. Perez Hilton could be the exception) didn’t become hot sensations overnight, it took reaching out, commenting on others blogs, linking to other posts and sites and speaking directly to the audience members to build their communities.

Social Media and Community Building are areas that do need a specific strategy planned for. How do you approach building a relationship, who handles building the relationship, what are the boundaries (yes, you do need to define them), and how do these relationships help you as a company or an individual become even better? Those are things that need to be considered before jumping in. If you just set you team loose on building relationships, it could go array, as one person on the team has a very different idea of how to build a relationship than another person.

Take the time to figure out what your message is and how you want to build the relationships around you, your brand, service or product. Research your audience and understand what they are receptive to, and then go out and start building those honest relationships, before your know it, you could have a thriving community on your hands.

XMen Origins – Wolverine & 20th Century Fox Miss The Online Marketing Buzz

This past weekend the internet was buzzing. What were they buzzing about? The movie trailer for the new Wolverine movie coming out. It wasn’t on main stream news, where it was buzzing was on social networks, social news sites, video shares and forums as well as social communication channels like Twitter.

The trailer hit theaters as a lead in to the Keanu Reeves’ movie, a re-adaptation of “The Day The Earth Stood Still“. The first real big buzz coming Friday night. A smaller bit of buzz about the Wolverine movie came during Comic Con this year where they showed a slightly different trailer.

So how did 20th Century Fox stumble out of the gate on this one? There’s several ways, and as a marketer who’s well versed in online media, it just frustrated me to no end that these big movie houses still just do not get online marketing in any sense of the form.

What Happens When You Can’t Find The Website?

Let’s start with their website. Think you can find the official Wolverine website by typing in Wolverine Movie? How about Wolverine Movie Trailer? How about using it’s official movie title “X-Men Origins: Wolverine”? Nada – Zippo – Zilch. All through out the weekend I tried, today I took screen caps – no where in the top 10, take a look below (click the thumbnails to get a larger view).

Wolverine Movie Google Search   Wolverine Movie Trailer Google Search   X-Men Origins Wolverine Google Search

X-Men Origins Wolverine Official Site Google SearchTheir website is in flash, totally absolutely in flash with absolutely no content a search engine’s spider can read. The only thing it can read is the title tag for this site. Talk about being invisible to the search engines, and to the rabid Wolverine fans! It wasn’t until I typed in “X-Men Origins: Wolverine Official Site” did I get the movie site to come up in Google. Now tell me who the heck is going to type that in, other than me who was bound and determined to find the official site?

Video, Video, Video… It’s Where the People Are At

Now lets go to the subject of the trailer. Talk about needing to loosen control! 20th Century Fox definitely needs to loosen their death grip if they aren’t going to put their trailer out on their site the same day they release it in a movie theater. They also need to realize that when they don’t come up for “Wolverine Trailer” for their own site, they need to have it ranking else where, or someone else will. On Friday, Saturday and early Sunday there was still no Wolverine trailer on the official site, what in the world is wrong with their marketing team? Granted today when I went out to look the trailer is now there.

People were clamoring to see this trailer who didn’t want to go see this movie. Let me tell you, as a comic book gal, and a XMen fan from my childhood years, I was clamoring to see this trailer. I’ve been waiting like the rest of the XMen fans since the last movie to get more. We all scour the internet for clues, tidbits and the slightest bit of information we can glean to satisfy our need.

Thus why looking for this trailer became an obsessions with not just me, but others as well over the weekend. According to Groundswell, the author Charlene Li, points out that 29% of the people in social media are watching videos other people have made. Google was pulling down more trailers of Wolverine this weekend than you can imagine. But people were still searching for this trailer on YouTube and any other video share they could find.

Wolverine Trailer Search on YouTube

The Fans Take Action…. 20th Century Fox Misses Out

I did find it on another video share, I’m not going to say where, because I don’t want to see it taken down. I found another trailer from Comic Con too – and what’s amazing about that video, it captures people cheering during the trailer, talk about fandom! Cheering during a trailer – now that speaks volumes.

People were videoing the trailer from their phones while in the movie The Day The Earth Stood Still. They uploaded it to video shares and blogged about it. Why did they do this? 1) they love XMen, Wolverine in particular 2) they recognized that 20th Century Fox wasn’t filling their need or the need of others.

No where on YouTube is there an official Wolverine, 20th Century Fox, or Marvel Channel for the movie. What 20th Century Fox doesn’t realize is that there is real buzz going on about this movie. One look at Google Insights tells the story. Just over this weekend searches for Wolverine skyrocketed, several terms are break out terms with searches increasing over 1000% (I don’t get the big surge in Michigan though). None of these terms are pushing traffic towards the official XMen site either, and if you notice, none of these terms use the long arduous title that 20th Century Fox Does.

click images for a larger view
Google Insights - Wolverine - Trend and Map Data  Google Insights - Wolverine - Search Trend Data

So this leads to showing you the audience, a lesson in strategy in combining both SEO and Social Media strategies together when you are launching something big. When you understand online media, and aren’t having such a death grip on control of your brand, you can reap huge rewards. Unfortunately for 20th Century Fox, they are just making their fans of XMen and Wolverine not like them very much.

And btw the way, yes I did a fan girl squeal when I saw Gambit. 😉 ahhh Remmy LeBeau makes me weak!

Offline & Online Marketing Convergence – Missing Out on Key Opportunities

Sometimes I get a little frustrated when I see things in an offline environment, and I cannot find head nor tail of it online. Has that ever happened to you?

Techno Twins Comercial from AT&T on YouTubeRemember those AT&T Wireless commercials from about a year ago, where one person said they went from city to city, the background would move behind them to reflect those cities, and they’d come up with some weird concoction of a city name like PhilaDevMunichopolis? I thought those commercials were clever and wanted to show them to my mother without having to wait around for the commercial to actually appear on TV. Do you think I could find them on the AT&T site? Hell no! Think I could find them on YouTube? Hell no! The closest I could find was a blog post about them because of the director Wes Anderson. The videos though, are no longer on YouTube, and don’t play on the blog post.

Talk about a missed opportunity.

Now AT&T has “the techno twins, Slad and Veeder”, I laugh every time I see this commercial. This time, AT&T has stepped up a little bit better, they have their own YouTube channel and have the commercial out there. But here’s the thing, it’s not on their website! You would think they’d have this as a widget in their front page. These commercials are catchy – from the family going to a nude beach in Spain by mistake, to the guy who’s checking into some shady French hotel, they are funny and they get people talking about AT&T – people go to their site and get disappointed.

However, take a trip and go to their service centers and all their commercials are being played on a loop in the waiting area ( I had to back in May). Now, that’s monotonous when you’ve seen the guy in the pool hall missing out on concert tickets 8 times, and the other guy calling a client Mr. Stinky Fish Face.

Talk about a missed opportunity.

Travel + Leisure Magazine Front Page 10/31/2008Today, I was on MSNBC, and I clicked to watch a video segment from the Today show about “23 secret beach retreats”. It was about a 4 minute segment, with Nilou Motamed from Travel + Leisure magazine. I got interested of course, I’m a beach bum at heart. I then went to Travel + Leisure’s website to look for the rest of the list since the Nilou only discussed 4 places with Meredith Vieira, gosh darnit, I wanted to know the 19 others!

Travel + Leisure didn’t have the article anywhere on its front page for me to click, not even giving me a tidbit and then have to pay to see the rest. They didn’t even have an image of their latest magazine’s front page on their site, so that if I wanted to go pick up the magazine because of this article, I would know it’s there – I remembered a brief flash of it in the interview and thought I saw it, but wasn’t sure. Then there’s MSNBC, no link to an actual article on the video.

Thank goodness I’m a bit more technically savvy, and decided to check out the Today Show website. It wasn’t on the main page of the Today Show, so from there I clicked into the Travel section, and found the article, it’s 2 pages on the site, with very little to really go on. I suspect this is to draw in the person to either buy the magazine or go to Travel + Leisure’s site. Two problems here with going to Travel + Leisure’s site 1) I’m not sure at this point, if that magazine on the shelf has my article 2) Travel + Leisure isn’t featuring this article on their site.

Talk about a missed opportunity.

Carnival Cruise Lines - World Record PinataHas your Public Relations department let your Online Marketing folks know about that special event you are planning? Carnival Cruise Lines apparently does.

Carnival is planning to break a world record for the largest pinata, ever. 6 foot tall this thing is suppose to be. I’ve heard about it on the news, and on the radio, since it’s suppose to happen here where I live in the Philadelphia area (home of the 2008 World Series Champs – The Phillies). I go to Carnival’s site and they’ve got the information about this right on their front page, featured front and center.

Talk about pulling things together and getting it right.

So these instances always lead me back to my clients, and making sure their offline efforts are easily found online. As our population becomes increasing web savvy, and relies more and more on finding things on the internet whether it’s going through a companies site, or even through Google to find something, stop and think – Are you tying all your marketing efforts together?

Don’t be an AT&T, or a Travel + Leisure magazine, don’t miss out on the opportunities. It can end up costing you branding opportunities, relationship building opportunities, the chance to create brand evangelists or even sales. Make sure that you have someone pulling together all the ends of your marketing strategy, not just one or two.

Can Businesses Combat the Constant, Experienced Complainer?

By Liana “Li” Evans

As a business, no doubt you will have your run in with an upset customer or two. But what happens when that customer turns into a troll? Or what happens when you are subjected to the “experienced complainer”?

Santa with the Reindeer ComplainerWhat’s an experienced complainer? Well those are the people who know how to “troll” the system. Knowing that if they complain enough, they’ll be placated with discounts, coupons, certificates, and special things all to “soothe” their complaints. They then figure out they can do this just about anywhere they go. All of a sudden, seemingly or magically they get free trips, special discounts, and the like, all because they threaten to write a letter of complaint. These days, even more damaging, they threaten to write a negative review on sites like Yelp, TripAdvisor or Epinions, or even possibly more damaging – write a blog post with a scathing review, with links to your website that are nofollowed.

As customers, I’m sure we’ve seen these types of people. Nothing ever makes them happy, not even free things (undoubtedly they’ll find something wrong with that, too). So what’s a company to do? How can they fight back? Can they takes steps to protect their good name and reputation from these types of complainers, scammers and trolls?

Seems helpless doesn’t it? Well take heart, people in these social communities are smart. Especially if you are making an honest effort to communicate with your audience and reaching out to them. They can smell a “troll” a mile away. They can peg a constant complainer usually within 2-5 posts on a forum or a blog, and they can certainly use their own voice to “out” them as the scammer they seem to be.

Is there anything else you can do? Well in this day and age of digital photos, videos and instant reviews by bloggers and review sites, you do need to do your do diligence before taking extreme actions against the constant complainers. Research and documentation into them is probably the best course of action, to proove that the complainer has a history of “never being happy”.

Take the case of Royal Caribbean Cruise Lines and a couple from Cleveland. I wrote about them on SearchMarketingGurus. This couple has done nothing but complain for years and were “soothed” with discounts, special packages and percentages off – all because they were Diamond Club members. I did a little poking around in forums, and the wife seems to leave a wide path of complaints all over the place. The communities even call her a whiner.

Royal Caribbean seems to have done a bit of homework here, and felt they’d never be able to make this couple happy. Guess what they did? They banned the couple from taking cruises on their cruise line for life. Drastic? Perhaps, but it does alleviate the issue dealing with a customer who seems more out to take advantage of your business than anything else.

While banning customers from your business might not be the first option you want to take, it is there if you have the need to do so, but prepare for backlash, undoubtedly the customer will play the victim in the end. In the case of Royal Caribbean, the local news interviewed the wife about the distressing news RC banned them, and a website or two came to her defense, saying complaining to much got them banned. But looking at other sites, the wife has been outted as a “constant whiner” – so who’s right? I guess that’s up to Royal Caribbean’s customers and online community to make their decision with their wallets.

If you are active with your audience, talking to them, interacting with them in social media, believe it or not a lot of times your customers will take up your defense. So the lesson to be learned here is hold an honest conversation with your customers or audience, as they say, the best defense, is a great offense.

It’s Not the A-List Bloggers You Should Worry About

By Li Evans

What do Bill Clinton and Barrack Obama have in common? It is a woman. However, its not the woman that was taking the spotlight Saturday afternoon. No this time its not Hillary, so you need to guess again. Give up?

Mayhill Fowler, Photo Credit Thor Swift of Washington PostMayhill Fowler

WHO?! Yep, that’s right Mayhill Fowler, someone you probably never heard of until today. Both of these polished and charismatic politicians were rocked by this unsuspecting amateur blogger, who is among 2,500 bloggers that write on Arianna Huffington’s The Huffington Post. The 61 year old, mother of two and Tennessee native, caught both of these high profile people in rather unflattering situations.

Fowler, back in April, caught Barack Obama’s “Bitter” comments on tape and set loose a firestorm for his campaign efforts in my state of Pennsylvania. This was literally non-stop for 2 weeks prior to my state’s primary.

Last week, Fowler was in South Dakota and caught Bill Clinton in what seems to be an unguarded moment when he let loose on his thoughts about Vanity Fair and their article about him.

Fowler, has no journalistic training. Fowler has no online marketing training. Fowler is a citizen journalist who describes herself as a person who “just discovered that I’m impelled to get out there and get the truth of the matter” to Washington Post reporter Howard Kurtz. Armed with her tape recorder (not even an iPod!), Fowler won’t even read her own posts, since the editors tend to change her lead-ins so more people will “click in” to read her pieces.

There’s a lesson here for businesses, public relations specialists and online marketers. It isn’t the A-listers like TechCrunch, Scoble or Rubel that are gettting the scoops these days and they should not be the sole focus of your online marketing efforts to get noticed or “picked up by”. Passionate bloggers who are in your industry writing about what they love best are who you should be paying attention, too.

As someone at one of my WOMMU breakout sessions said “A-Listers” at times can be like echo-chambers.

I couldn’t agree more. Be cognizant of the B,C and even D list bloggers. If those bloggers have any type of SEO training, their blog posts could start to rank right up there with the A-Listers. What’s more important to note, is that these “smaller” bloggers probably have a more passionate reader base, and a “scoop” on an “amateur” bloggers blog, can be just as damaging or beneficial, than the echo-chambers of the A-Listers.

Just ask Barack Obama and Bill Clinton about Mayhill Fowler, that should be enough to convince you.

*photo credit, Thor Swift of the Washington Post.

Online Marketing Strategy, Where It All Begins

By Li Evans

Whether you are doing a PPC campaign, an SEO initiative or even social media outreach you have have to have a plan. Without an online marketing strategy in place, how will you every know where to go, how to get there and what to do once your get there? If you don’t have a strategy, it’s kind of like throwing spaghetti against the wall to see if its sticks (and is done). That’s not good for the cook – you waste spaghetti, time and have to clean the wall, and it’s certainly not good in online marketing – you waste resources, time and are left scratching your head in bewilderment.

When you are looking at starting an online marketing strategy, there’s some basic things you should take into account. Making sure all your bases are covered, will save you a lot of hassle and a lot of headaches in the long run. Sure, it may take a few more hours in planning, but it can gain you so much more in the end.

Research First
Research is probably the single most, foundational thing any marketer can do. Know your industry inside and out. Know your industry and how it relates in both an online and an offline marketing environment. Who’s your competition? Nine times out of ten, your competition is different offline than it is online.

How are people searching for you, the products or services you provide and is it different than the jargon you use? Do you want to focus on brand building or focus on the services / products? Can you do something totally different online than you do offline? By doing your research first, you can be prepared to make the right decisions and most likely get a leg up on the competition.

Decide What Online Marketing Facets To Utilize
Do I need to do PPC first? How about starting an online forum? What low hanging fruit can I pick from in the SEO world? Do I need to re-energerize my email marketing campaign? Maybe I need to do some videos & and images? Maybe, you need a piece of everything?

Knowing what approach you are going to utilize, SEO, PPC, Social Media, Email, Multimedia, Online PR or any other segments of online marketing is key to making a strategy work. Doing the research first will help you to determine what segments you really need to hone in on. If it’s a brand new site, you’ll likely need to boost that PPC campaign first, then bring in the SEO. If its an established site, maybe a little bit of social media is needed. Make sure your plan spells out what exactly you will need to use so that all the players on your team know where to put their time & resources.

Coordinate Offline & Online Marketing Initiatives
One of the biggest blunders large brands make is not coordinating their offline marketing with their online efforts. What happens when a commerical hits really big on TV? Most people head to YouTube looking for it, or they head to the company’s site. If offline and online don’t mesh, someone else can take advantage of that company’s “miss”.

It’s not enough to just put up a video or a photo, or even a blog post these days. Coordinating offline, with all facets of online marketing is needed. More often these days, people do not use just one source to find what they are looking for. They may start at a search engine, but then the go off to social sites looking for information, too. Planning and strategizing for this is essential to your marketing success.

Decide What To Measure
targeting what to measure in online marketingOne of the most important things to do from the very beginning of any online marketing effort is to decide what is going to be measured. Is it incoming traffic, is it time on site, is it number of pages in a visit or maybe its conversions? Not only is this important, but it’s important to segment that measurement.

By segmenting the measurements, you are going to know where and how these items are succeeding or failing. You can know whether its a landing page or the home page that’s driving the bounce rate up. Is that particular keyword really focused on what it needs to be? Is there a problem with your shopping cart? All of these can be seen if you decide what to measure and what segments to look at before you implement that online marketing initiative.

What Are Your Success Factors?
So you’ve got an idea of what you want to do online marketing wise, right? Well how are you going to determine whether or not that initiative is successful? Traffic & hits alone can’t give you a whole picture. Just because your traffic went up, doesn’t mean that your plan was a success.

Did you get new subscribers? Did anyone buy the product or service you were promoting? Did you get new links pointing into the marketing piece you launched? Did that email get opened more and did the receivers click through? Without setting goals and deciding on what is deemed a success, you are never going to know whether or not that marketing strategy was truly a success or a colossal blunder that shouldn’t be repeated again.

What Happens Next?
It’s not enough to just plan for “right now”, you need to also plan for “what’s next”. Is your marketing strategy agile enough to be able to capitalize on a successful viral marketing piece? Is your online marketing plan taking into account that PPC effort is tanking and costing too much? What are the contingencies you’ve set in place?

If you don’t plan for what’s next, you could miss out on some great opportunities that come your way from both successes and failures. Also planning for what comes next gives your team something to strive for an attain – the next milestone in the online marketing plan. Knowing what you’d like to do next, also helps you to keep an eye out both budget and resource wise before you actually implement. If your team also knows what is coming next, you have multiple eyes looking out to make the next action in your online marketing strategy a success.

Hanes ‘Wedgie Free’ Campaign Misses Out on Online Marketing

By Li Evans

Madison Avenue advertising agencies may be good at TV commercials, and highly paid PR Firms may know how to write a press release, but when it comes to translating that across to an online medium (i.e. the internet), the majority of them have a lot to learn. I came across a post on AdFreak about Hanes’ new ad campaign for their new product “Wedgie Free” underwear, which features actress Sarah Chalke of Scrubs fame. The commercials really hit the mark by capturing Sarah’s comedic timing and her all around good looks. It can appeal to women by them thinking “wow, ‘She Gets Wedgies Too?'”, yes I know kind of corny, but all of us have been in that situation at least once in our lives.

While the commercials are catchy, and even premiered on American Idol (trying to capture that ‘young adult female’ demographic), I stopped and wondered how this was translating online. To any online marketer, it’s probably not a surprise that it hasn’t translated yet. If you’re a major online brand, maybe even Hanes, you are probably wondering “what is she talking about?” Well lets take a look at this a little closer.

Hanes PR people sent out a press release. It’s nice, contains images of Sarah Chalke from the commercials and also includes the ability to play the videos on PR Newswire. Great! Hanes’ PR company has at least managed to figure out how to get the videos and images into the press release, but that’s where it seems to have stopped. The PR Release isn’t optimized for search – at least the way normal people search – especially if the aim is “Wedgie Free”, “Wedgies”. I’m sorry, but not many women refer to their underwear crawling up their backsides as “no ride up”, its a “wedgie” plain and simple. It make work in a commercial, but that’s not how people search.

When they launched this campaign, they probably didn’t even stop to think about an online strategy. I’m pretty certain it was more of an after thought. Why? Well because if you look at the search results, you’ll see they (meaning Hanes’ website) doesn’t rank for the main phrase “Wedgie Free”, nor “Wedgie Free” Hanes. They could own this term but they don’t and they are missing out – especially with their PR people contacting blogs like AdFreak.

Google Search “Wedgie Free”

Wedgie Free Search Results in Google

Google Search “Wedgie Free Hanes”

Search for Wedgie Free Hanes in Google

Google Blog Search “Wedgie Free Hanes”

Search for Wedgie Free in Google's Blog Search

You can see the results (in both regular search and blog search) brought back are minimal, and probably until this point, not a lot of search were conducted on “wedgie free”. However, if you launch a campaign on American Idol touting “Wedgie Free” underwear, what do you think will happen? Hello – the audience of American Idol is the demographic that uses the internet the most, they are going to go on and search for videos, images and information on “Wedgie Free”. With as little competition as there is for the key phrases around this campaign, they could have really hit the mark online with this campaign without a lot of effort. Instead their Press Release on PR Newswire gets the search results as does AdFreak, who points to the PR NewsWire and Wall Street Journal pieces, not even to the Hanes website.

Multi-Media wise Hanes is sorrily missing out too. They could really capitalize on this campaign if they only took the time to contact an online marketing agency to help them “get more bang for the buck” when it comes to their online efforts. In taking a closer look, I’ll show you some examples of where they are really missing out. First we’ll look at images and then go to video.

A search in Google Image Search shows the screen capture below for “Hanes Wedgie Free”. I also did a search on “Sarach Chalke”. Granted the search for Sarah might be a bit more competitive, but had Hanes optimized their images on their site and in their press release for theses terms, they could be capturing another segment of search, and it’s quite possible they could invoke that these images produce “blended” search results in the search engines (where the images will appear in the search results).

Google Image Search “Hanes Wedge Free”

Results for Hanes Wedgie Free in Google Image Search

Google Image Search “Sarah Chalke”

Search for Sarah Chalke in Google Image Search

Now lets go to video. Here’s another chance that Hanes could quite possibly get “blended” search results to start appearing for these phrases that undoubtedly people are looking for after the appearance of the commercials on American Idol, however, again they are missing out. Google now incorporates relevant YouTube videos into their search results, Yahoo incorporates Yahoo, YouTube, Metacafe and a few others – Hanes is really missing out here!

Hanes doesn’t have a YouTube channel (as of this writing!), and they don’t have any of their videos/commercials out there. Instead other users on YouTube do. This actually does say a lot for their commercials – they are clever and witty, and Cuba Gooding, Jr is just hilarious in those commercials with Michael Jordan. People really LIKE them. It’s too bad Hanes isn’t taking advantage of this, people would subscribe to the channel and it could be another channel to disseminate their message in a quick and easy manner. Instead, with these new commercials, only one video is out there and it’s put up by a division of a PR Company. Plus the video isn’t even optimized for what it should be, it just has that “PR Spin” in the description.

YouTube Search for “Hanes”

YouTube Search Results for Hanes

YouTube Search for “Hanes Wedgie Free”

YouTube Search Results for Hanes Wedgie Free

YouTube Search for “Hanes Wedgie”

YouTube Search Results for Hanes Wedgie

YouTube Video of Wedgie Free Commercial Uploaded By Another Company

Hane's Wedgie Free Sarah Chalke Commercial / Video Uploaded in Another Users Account

The point here is that this ad campaign is clever, it hits its mark in speaking to its target audience, and it’s got a likable spokesperson, but wow, is it missing out on taking this to the next level. The video of how the commercials were made that’s included in the press release on PR Newswire is great but only included there, why they haven’t put together an online marketing strategy to take advantage of this is really befuddling!

Hanes, if you listening, at least get your own YouTube channel! (That’s a little free advice!) :)