Could Google Glass Be a Part of Your Business Technology Strategy? by Ritiko Puri

Could Google Glass Be a Part of Your Business Technology Strategy?

MOBILERitika Puri

MAR19

Google Glass, the small computer worn like eyeglasses that allows users to surf the Web, email, text, take photos and videos—as well as many other functions—is bringing science fiction to life.

The big question is whether Google Glass is a business technology strategy and tool your office can use to enhance productivity and reach a whole new realm of information mobility.

It’s hard to believe that Google unveiled its first Glass prototype more than two years ago. Now in beta, the product has life-changing potential; especially in the areas of healthcare, teaching, media and shopping. Users can learn, share details about their lives, and process information in real time. Since Google Glass switches focus from a hand-held device to one that becomes a focal point, basically, because you’re wearing it—everything that’s happening through the device brings the information to a whole new level.

In fact, platforms like Google Glass introduce limitless possibilities. As Forbes writer Will Burns puts it, “The applications of Google Glass extend as far as the eye can see, and as deeply as the mind can dream.”

Is it time for your business to jump into this new technology ecosystem? Perspectives on this are split, raising even more questions than answers.

1. ARE HUMANS READY FOR THE AUGMENTED REALITY GOOGLE GLASS BRINGS?

While the concept of augmented reality is well-established, Glass takes the concept of ‘always on’ to new heights — take a photo with a wink, translate photos in real time, read email instantly, and record video without holding up a camera.

The big question, however, is whether the human body can handle it.

Google has conducted significant research to make sure that the device is safe — and for many users, it will be. But people with specific health conditions should proceed cautiously. Eyesight, for example, falls on a spectrum. And ophthalmologists and medical researchers agree that there is reason to be concerned as headaches and dizziness are potential side effects of Glass.

As with any device, usage of Glass will vary. ‘Always on’ is one extreme use case — others will be using Glass in short increments.

The bottom line is that businesses need a clear understanding of these different use cases before developing products on the Glass platform and  Google Glass developers need to study their target group’s physiology in addition to their consumer preferences.

2. ARE YOU THINKING ABOUT CONTEXT AND YOUR OFFICE ATMOSPHERE?

Google Glass is a touchy subject. The ‘cool factor’ is high among technology enthusiasts — but so is the potential for awkwardness in social settings.

Consumers don’t necessarily like advertising that they’re ‘always on’ technophiles. Incessant ‘Ok Glass’ commands can be awkward and disruptive in social settings.

A Seattle bar made headlines last year when it banned Glass, just days after it was announced. Bartenders and consumers alike are afraid of unsolicited video recordings — patrons caught on tape when they’re vulnerable.

While Google Glass has the potential to be ‘cool’ and useful, it’s equally likely to make bystanders feel awkward and uncomfortable as it really is a designed for one-person use.

Consider that the success of your Glass project will be dependent on context. Focus on sociology as much as technology when considering Glass as part of your business technology.

3. ARE THE BENEFITS OF WAITING WORTH THE COSTS?

Some companies may want to think about waiting before putting money behind a new platform as time will clarify uncertainties about Glass’s market adoption. And for other organizations; Glass as a business technology strategy may make sense as the applications of Glass in the workplace are compelling and clear.

Consider the case of vision insurance and lens provider VSP Global. The company is working on applications for Google Glass in medical settings.

VSP and Google recently struck a deal to offer coverage for prescription lenses and frames and there is interest in having Glass as part of the healthcare system.

Businesses need to decide whether Glass makes sense—and is worth the investment—for their business model.

GOOGLE GLASS: BUSINESS TECHNOLOGY STRATEGY OR FUN GADGET?

There are no certainties that Google Glass will take off — but the probability is high. In reality, the answer to the question: “Does my business need a Glass strategy?” is far from black and white. In some markets, Glass will probably crash and burn. In others, it will likely become a staple.

Ultimately, you need to look beyond technology — psychology, physiology, and sociology are major factors that will guide your strategy. After all, business technology strategy is something all companies need to keep top-of-mind in this ever-evolving technological Information Age.

Source: http://www.workintelligent.ly/technology/mobile/2014-3-19-google-glass-business-technology-strategy/

5 Things to Check Before Publishing Your Blog Post by Irfan Ahmad

Ever wonder why most bloggers who start with enthusiasm give up so early?

 

The most common reason is many don't get much traction to what they post, others fail to pull enough visitors in, while some just don't understand the art of content execution.

 

Writing blogs may be an effective way for marketers to share ideas with their readers, but that doesn't mean you have to rush through the procedure. By spending just a few minutes before hitting the publish button, you can add more value to your content, value that can bring massive eyeballs and may be higher conversions.

 

The following infographic, which comes courtesy of sushidigital, serves as a checklist of key points to remember before publishing on a finished blog article.

top image credit: 123RF

Soource: http://socialmediatoday.com/irfan-ahmad/2349236/5-things-check-publishing-your-blog-post-infographic

The Top 15 Social Media Marketing Strategy Mistakes to Avoid by Heather Smith

Social media is the most popular online activity, so it makes perfect sense for businesses to want to tap into that audience to try and increase sales. Right now, more than 90 percent of businesses use social media in one form or another.

But, simply opening an account or sending out some tweets is not enough to make social media platforms a viable and profitable part of a marketing strategy. By avoiding some basic missteps, many businesses have the ability to increase ROI and create more opportunities from social media accounts.

#1. Not having a strategy

Less than 20 percent of businesses say that their social media strategy is mature. Social media users are inundated with information and messages every second of the day. Businesses that don’t have a social media marketing strategy won’t ever cut through the clutter and deliver an effective message to their target audience.

Creating a strategy includes having distinct and measurable goals, developing a clear social media policy, thinking through a brand’s social media voice, and planning out a content calendar with end goals in mind. Without a clear strategy, businesses could create the best content on the web, but receive little to no engagement.

#2. Not integrating with other digital assets

Social media works best when integrated with other digital marketing efforts. One mistake many businesses make is to leave their social media accounts on islands. Not only should the accounts be linked together through profiles, but they should also be directly tied to websites, emails and paid search advertising campaigns. Not connecting these accounts reduces the amount of reach each asset has separately.

Twitter

#3. Not using images

Images on twitter cause tweets to take up more space on the feed and help drive engagement. Tweets that include an image have 200 percent more engagement than tweets without images. While an image may not be appropriate for every tweet, businesses should include one whenever possible to help draw attention to their message.

#4. Not taking advantage of hashtags

Hashtags are a great way for businesses to insert themselves into conversations and trending topics that make sense, while also doubling engagement.

For example, businesses can use the hashtag #throwbackthursday, or #TBT, to cash in on one of social media’s longest lasting regular Thursday conversations. For this hashtag, it makes sense to post an old image or ad, because it flows with the conversation. Using a new ad or product image would stand out and seem promotional. Using strategically chosen hashtags can help businesses find their target audience, reach non-followers in large numbers and help grow a brand’s influence.

#5. Not using a consistent voice

A business’ Twitter account should be used for business, not personal anecdotes. While unique, funny and chatty messages can make a Twitter account seem more “human,” getting into arguments, insulting other brands or using it to advance the unrelated interests of executives pushes the platform off-message and can create backlash.

Brands shouldn’t have their Twitter account act and sound like a robot either. Repeatedly sending out the same messages can create ill will from consumers as well. The key is to find a happy middle ground where the brand’s voice is consistent, caring and human at the same time.

Facebook

#6.  Not utilizing images or using the wrong size image

Visual stimulation helps drive engagement on social networks. In fact, 40 percent of people respond better to visual information than plain text according to Zabisco. On average, photos get 50 percent more impressions than any other post type on Facebook, while also gathering more likes and comments according to a study by Roost.

To optimize images on Facebook, businesses should make sure to use the correct image size, which varies depending on where the image is going to be used. For the average post, that means uploading a 1,200 x 1,200 pixel image, while Facebook ads have different guidelines businesses should follow  to drive the most potential engagement.

#7. Not removing the URL from a post

When you put a link in a Facebook update, the social networking site automatically creates a clickable image that also works as a link. Because of this, businesses don’t need to include the URL in the post. While having the extra link doesn’t hurt anything, it does show to some users that the business doesn’t understand the capabilities and features of Facebook, so it’s best to delete the extra URL.

#8. Not interacting with followers

Social media is meant to be interactive and consumers expect a certain amount of responsiveness from businesses on Facebook. Responding to posts, thanking consumers for commenting and addressing complaints helps consumers feel more connected to the brand.

Businesses should have a strategy in place to respond to commenters, both negative and positive, and how to use the social media platform as a part of a crisis management strategy. Not every comment needs a response, but responding to followers helps build camaraderie and trust between brands and consumers, which can affect future sales and word of mouth marketing.

Google Plus

#9.  Not using the platform at all

Google Plus may be the most underutilized social media platform today. It is directly integrated with Google search results, making profiles an integral part of any digital marketing or search engine optimization strategy.

#10.  Not utilizing circles or communities

Circles on Google Plus allow businesses to segment followers into groups and address each segment separately with unique content. If circles aren’t utilized, each piece of content goes to every single follower.

To increase conversion rates and engagement, instead of pushing content to everyone, businesses should create content that appeals to specific audiences and then post that content to the applicable circles and communities.

Pinterest

#11.  Not including descriptions or prices

Pinning images to Pinterest is simply not enough if businesses want to use the social media site to drive traffic and increase sales. Despite easy access, many businesses are forgoing the use of rich pins, which include a thorough description of the item and the price.

Descriptions should use terms that people search for and be as descriptive as possible and including the price entices pinners to click the link. In fact, a study from Shopify found that rich pins with prices get 36 percent more likes and repins than regular pins.

#12.  Not using active images

Pinterest is all about visual stimulation, but many businesses are using static and uninspiring images to portray products. Instead, businesses should use colorful images that show the products in action. For example, instead of a picture of a sweater on a table, use an image of someone wearing the sweater doing something fun. Curalate looked at a half million

Pinterest images and found that factors like color, white space and even the inclusion of faces make a difference in terms of engagement.

#13.  Not linking to product page

Businesses should strive to make it as easy as possible for shoppers to go from browsing Pinterest to buying a product. To do that, businesses should link directly to product pages instead of home pages or other non-related content. The more links and moves a consumer has to make before buying a product, the less likely they are to make a final purchase.

Instagram

#14.  Not using hashtags effectively

There is no limit to the number of hashtags a business can attach to a post and for some that freedom has led to an overuse of this normally effective outreach tool.

Hashtags allow people to filter through the millions of posts every day, and it’s very tempting for businesses to try and wedge their way into conversations where they don’t organically belong by using hashtags. But, just like traditional marketing outlets such as email, traditional mail and phone calls, spam can turn off consumers. Instead, businesses should only use hashtags that directly apply to the post or the company.

#15.  Not providing content users demand

Many businesses decide to use Instagram as another way to push static ads that could be posted on any other platform. However, Instagram is best used when businesses give consumers a behind-the-scenes look at what is going on and give insight into the personality of the brand.

Instead of posting a touched up photo destined for the pages of a magazine, businesses should use Instagram to send out a picture of the photo shoot, the models laughing, the chefs cooking, or the crew eating some pizza around a big table. Businesses can stay on message and keep a consistent digital voice while still allowing followers to feel personally connected, which in turn fosters more sharing and increased followers.

Wrapping it up

Brands should strive to create their own social media voice, while also attempting to optimize their social media efforts by avoiding the common pitfalls listed above. Social media has the ability to be an effective and cost controlled method for reaching out to potential consumers, engaging with current fans and helping increase sales.

Just like any other marketing strategy, social media efforts should be continually monitored and updated for full effect.

Source: http://www.jeffbullas.com/2014/04/07/the-top-15-social-media-marketing-strategy-mistakes-to-avoid/#b3swOKc83ZFoaMgJ.99