Yahoo Advertising Campaign Like Their Search Capabilities: Misguided At Best

Jerry Yang this past spring turned down what may have been the sweetest deal in negotiating a sales price for Yahoo during the Microsoft “take over” bid. In that scenario, as it has played out to date, Yang refused to sell Yahoo believing that the company was worth more than the nearly 50 billion being offered. In this case, Yang made an egregious error and his stockholders are now suffering the consequences with Yahoo stock price plunging to an alarming $12 per share.

Equally stupid, in my opinion, is the marketing campaign being pushed on Northern California radio by the mind trust at Yahoo. It seems in the information rich, human capital intelligent, internet savvy Silicon Valley, Yahoo is clueless to it’s audience. Why?

A Train wreck Marketing Philosophy: “Don’t get lost in all the links”

1. Taking on Google’s algorythim by hinting that Google confuses people by offering to much information in their search queries

2. Assuming the Public is too stupid to understand the basics of great search results offered by Google

3. “Ah Shucks” tone of innocence in attempting to sway the less than informed public

4. Bad Advertising ploy where Yahoo follows the old Madison Ave tactic where producing a very bad ad so enrages the public they talk about the product

5. “Less is More” in this case less is not more it is less information, less value, suspect results

Rule of Thumb

Don’t bring a knife to a gunfight. If you are going to take on the biggest advertising company in the world, you better have something to say that is worthy of the task. Trying to be Sarah Palin “folksie” only makes Yahoo look stupid and stupid doesn’t play in the Valley

Independent Brokers Network Meeting: SEM vs SEO-Do You Have Money Or Time?

The IBNMarin, Independent Brokers Network meeting held Tuesday June 3, hosted guest speaker Steven Schneiderman the Online Sales Manager for the San Francisco Chronicle’s website SFgate.com. MC. for IBN, the indispensable Frank Sunshine, Sunshine Realty and Marketing, did another stellar job of bringing a speaker and topic of importance to attendees.

Steven’s speech was compelling as he explained Search Engine Marketing and search from a beginner’s perspective, explained and identified the value of a SEM campaign, and he provided a solid base for people to understand how Google, Yahoo, MSN, and Ask.com are the driving forces behind today’s online search marketplace.

While bringing forward some interesting and compelling reasons why a Realtor or broker would want to adopt a pay per click program, a case can be built for establishing an organic program utilizing a blog in conjunction with a pay per click campaign.

SFGate.com

1. SFgate.com: the website for the San Francisco Chronicle in fact acts more like a blog due to the fresh content placed on the site (writers’ articles) on an everyday basis

2. SFgate.com: is ranked by Alexa.com 836 most trafficked website in the world, ranked #229 in the US, 17% of it’s traffic is global with high rankings in Uk, Canada, India, and Germany

3. Pay per click: advertising campaigns on SFgate.com will provide any Realtor in the Bay Area or any Realtor looking to do business in the Bay Area from any location in the world another piece to a well rounded marketing campaign

SEM Positives

1. Only Guaranteed Method: to top of page placement if you are willing to spend the money
2. Pay: only when your ad is clicked
3. Tracking: ability to track your activity
4. Adjust: you can adjust your spending to drive “conversions” by choosing a higher priced placement or lower your costs by choosing a lower per click cost and placement
5. Proxy Technology: Steven’s terminology for how you can identify keyword popularity, keyword activity, measure your activity and set a strategy to convert clicks to sales

Why SEM vs Blogs For A Realtor?

1. Technology: the #1 hurdle to blogging is the technology learning curve and the time it takes to understand. Realtors who do not have the commitment fail at blogging
2. Writing: Realtors that do not write well will have a difficult time producing compelling content that would attract readers
3. Time: Realtors who do not make time to write 3-5 days per week will not blog effectively
4. Social Network: The #2 reason behind successful blogs is social networking within the blogosphere. If a Realtor is unwilling to spend time commenting on other Real estate blogs and building online relationships, they will fail to blog successfully
5. Commitment: Blogging is a commitment of time, energy, innovation, and pride. If a Realtor is unwilling to make the commitment they are harming their own reputation

Newsflash: Monster 7.8 Earthquake Kills 9,000–Many More Feared Dead In China

Reuters.com published this deansguide article May 12, 2008

A monster 7.8 earthquake rocked central China killing an estimated 9,000 people, leaving 900 students trapped inside a school, and wreaking havoc. The quake centered in the hilly Sichuan region of China, was felt as far away as Thailand . In Beijing, according to Associated Press writer Christopher Bodeen, “80 percent of the buildings had collapsed in Sichuan province‘s Beichuan county after the quake.”

In addition, reports from state media out of China, report that a chemical plant in Shifang city had “cratered, burying hundreds of people and spilling more than 80 tons of toxic liquid ammonia from the site.”

Further reports are forth coming with the news a grim reminder of the realities faced in earthquake countries every day.

“Search engines like Google get you lost in all the links, but not Yahoo search”: How Not To Take On Your Market’s ‘Goliath’

Yahoo’s new radio campaign is both ridiculous and an obvious attempt at propping up what can and is being perceived as a sinking ship takeover target. David beat Goliath because he had a slingshot and guts. But Yahoo’s attempt at disparaging Google’s search model, a far superior and accurate model, is like Charles Manson winning his parole–it just doesn’t make sense. . . unless

Yahoo’s tactic may be the time tested “this bad ad” where an advertisement is deliberately created to sound stupid, bad, or completely out of touch. This is done solely as a tactic to help consumers remember the ad so they virally (talk) spread the word.

The following is from seoroundtable.com’s solid article “Will Yahoo’s Radio Commercials Help Take Market Share From Google?”

Yahoo’s radio campaign tagline:

“Search engines like Google get you lost in all the links, but not Yahoo search. . . You won’t find that on your Google page!”

Reactions about Yahoo from the Blogosphere via Webmasterworld.com’s forum:

“Dead medium for a dead search engine. Pretty appropriate.”

“I’ve seen Google Adsense ads for Yahoo on my website. Sad. . . they must be really desperate for traffic.”

“Oh dear. . . looks like their marketing department or (ad) agency has gone a bit crazy.

“If Yahoo concentrated on their search engine a bit more, they might have something to shout about.”

Why Google is Superior and Yahoo Does Not Get It

1. Consumer Choices: Google’s vast listing of links provides answers for consumers whether the answers come from a blog, website, or paid advertisement does not matter. We have the choice to click or to not click

2. Blogger Links: We bloggers are looking for links, authority which bolsters our Google “juice” moving us up the rankings on each page. Exposure leads to readership and readership leads to business, monetary gain, and recognition

3. Business Listings: Google is simply the future’s answer to the Yellow Pages. Businesses that do not have Google placement and search-ability are destined to remain hard to find, lose credibility with consumers, and lose revenue

The old trick of naming your business AAA or beginning your listing with the letter A so as to place at the top of the Yellow Pages listings is being played out everyday on Google. In today’s version of that tactic, businesses that blog have the ability to move up the rankings, lockout their competitors, answer their critics, defend their reputation, and further their company message.

As one blogger proclaimed “Yahoo should have waited until the Microsoft takeover and  new search capabilities were ready for market. . . why trumpet an old second place model?”

Real Estate Broker’s Survival Kit Tool #8: The 3 Components To A Successful Blog

There are many factors and components which make up the strategy for a successful real estate blog. Yet what is often forgotten in the technology, the message, and the focus is the social aspects of your blog site.

What keeps people interested, what keeps them coming back, and what encourages them to participate in the first place?

The answer is Social Media Optimization and functionality similar to what has made Facebook, LinkedIn, and Yahoo Groups such powerful tools for blogging.

3 Components To A Successful Blog

1. Expression: People want to express their frustrations, their ideas, opinions, suggestions, and their beliefs. They want to be heard by the company they do business with on an ongoing basis.

Analysis-What tools do you incorporate in your blog that allows consumers to express themselves? Have you considered an open forum, comments section, community page, or a letters to the editor type of free speech tool that allows people to “have their say”?

2. Belonging: People love to feel they belong in most any setting; this can not be underestimated in business. Consumers want to belong to clubs, groups, and societies for many reasons. Belonging provides people with a “community” feeling, a feeling that their voice will be heard (expression again), a sense that they are “privy” to exclusive information or time sensitive information

Analysis-How does your blog and website make consumers feel? Do they feel as if they belong to your community (business)? Do you have a club or membership that allows consumers access to something of special value that your competitors do not provide?

One great example of utilizing these components are the wine clubs within premium wineries in California. You can join their wine clubs which provide members with time sensitive, exclusive, and valuable information ie release dates. Special product offerings and club events fulfill members needs and provide value.

3. Recognition–People want to be recognized whether it’s by their favorite maitre’d in a restaurant, their mechanic, or their credit card company. We all want others to understand we are important and standout as individuals. Anyone stating differently is either not owning up to this fact or they are in the minority of the people I have encountered over a 25 yr career in business development.

Analysis-How are you recognizing your customers, past clients, or potential clients? Do you spotlight someone’s business in an attempt to help market their message? Do you provide a section on your site for clients to advertise their businesses free of charge? Do you maintain an open invitation database, on your blog, with links to your client’s businesses? What are you doing to make sure your past customers, current clients, and future clients feel recognized?