Archives for category: Search

Reviews are here to stay, and that’s a good thing. But how do businesses defend themselves from those who would abuse the review system for their own ends? In this three-part series, I offer practical advice on how to handle Yelp bombing campaigns and how to mitigate their effects. In part two, we look at how to hopefully prevent, and then handle a weaponized review campaign going viral. You can find part one, on prevention and initial responses, here.

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(image courtesy of http://pexels.com )

Whack-A Mole

After you have responded to the initial review, you now have several reviews all referencing the same issue / incident. The good news is that most review platforms care about their review eco-space and you can report these reviews as violations of their Terms of Service. Brevity is the key. Don’t explain why the reviewer is wrong just explain that the review is essentially a duplicate and part of a campaign or a review by someone who is not a customer.

Make sure to start checking your other platforms for reviews, respond to the first one with your measured response, and then report any duplicates. Don’t forget about other opportunities to post on your social media pages and channels. Yelp Tips, which can only be viewed on mobile devices, are often forgotten. Posts to your Facebook page, or check-ins on Facebook and other location based services, are also areas that need to be monitored. Other than the initial measured response, do not engage on that platform any further. If a customer has a genuine question then of course you should answer, but it ideally should just be a version of your measured response.

Going Viral

Making something go viral, for any reason, is hard. You should take solace in this. As a marketing professional, I have only had one thing go truly viral, and that is not so unusual. An amateur trying to make something go viral will have to be very lucky indeed. However, we do live in an age of ordinary people with extraordinary social reach. If review / story has legs and starts to go viral, you need to be prepared.

Banning people from your Facebook page, and other social media channels, can be counterproductive. In the minds of those posting, it just proves that you have something to hide. Take the moral high ground and post your measured response on your social media channels and your website. This can be a little risky as you are letting your clients and followers know about something you have been trying make go away. It can also be a hard sell to those you report to. It does, however, have the advantage of letting you shape the story rather than letting others shape it and just leaving you to respond.

A great example of this working is how FedEx responded to one of their drivers caught on camera throwing a computer monitor over a fence. By responding publicly, with an apology, and what and how they were going to change, the story went from a FedEx driver throwing a package over a fence as an example of how packages are delivered, to how FedEx’s quick response was indicative of their customer service and culture. I believe one of the genius elements of FedEx’s response was to make a video statement so that their own video could be played alongside the video of their employee throwing the package. This looked a lot better than an uncomfortable interview, or a written statement.

By taking the moral high ground and being open, you may not convince your initial detractors that you are sorry / wanting the resolve the issue, but you may well persuade some that are on the fence about the issue. You will also give ammunition to those in your network, that support you, to help defend you. Your existing loyal customers will often be your biggest defenders and cheerleaders, but they need guidance. For this reason, I am not a big fan of disabling reviews on Facebook pages and the ability of users to post – but that is decision that needs to be based on the individual situation.

The Press

News organizations, and particularly local TV news, get pitched multiple times every day by people angry by how they feel they have been treated by a business. The good news for businesses is that it takes a lot for a story to be picked up, and anyone who is waging a campaign against you is unlikely to get past their screening process. The bad news is that news organizations need human interest stories, and if the customer is credible, and has a story with legs, then the media may get involved.

It is important that whomever answers the phones in your company, and your entire frontline staff for that matter, understand how to deal with the press when they come calling. “I know that the management will want to talk with you and address the situation. I am not the right person for you to talk with, but let me get you someone who is.” is an example of how to correctly respond to an enquiry. “No comment” is about the worst thing that anyone can say to press. The lack of a comment becomes the story. It makes it look like whomever has said it has something to hide because they don’t want to speak.

When talking to the press be very brief. The longer the answer you give, the more chance there is for something to be taken out of context. If you do not speak to the press; however, you will not make the story go away. Reporters have deadlines, so be cognizant and respectful of that. For the most part reporters are not looking to burn anyone, but they do want a story – try to make it yours, and not defined by someone else.

Unfortunately, once the media gets involved with viral story, it can self-perpetuate a Yelp bombing campaign with others who have read about / or seen the story leaving reviews. Again, Yelp itself is pretty good about dealing with this. If you send a link to the story in the media story when flagging the review Yelp can suspend all reviews to your account until interest burns out.

If you have stories, or additional tips on how to solve Yelp Bombing / review campaigns, please let me know in the comments. If you have an ongoing issue, please feel free to reach out to me.

Reviews are here to stay, and that’s a good thing. But how do businesses defend themselves from those who would abuse the review system for their own ends? In this three-part series, I offer practical advice on how to handle Yelp bombing campaigns and how to mitigate their effects. In part one, we look at how to prevent, and initially respond, to weaponized reviews.

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(image courtesy of http://pexels.com )

Nobody in business likes getting bad reviews. Anyone who pours their heart and soul into an enterprise can feel dispirited, and treated unfairly, when receiving criticism; particularly when you have not been given the chance to try and resolve the issue.

Like it or not, reviews are here to stay. They are a fact of doing business today. To deal with everyday review issues, I highly recommend Jay Baer’s excellent “Hug Your Haters,” which I reviewed here.

Unfortunately, however, there are people who try to turn reviews into a weapon. This is usually achieved by posting multiple reviews, sometimes across multiple platforms, using multiple different accounts, giving the impression of a serious issue or to destroy the businesses review platform rating. This can be to extort money and / or services, or as an act of revenge. This kind of review warfare is also sometimes known by the term “Yelp bombing.” This series, hopefully, will give you some grounding, and tools, to help protect yourself, and your business, from weaponized reviews.

It is important to recognize the difference between a Yelp bombing campaign and a review going viral. If something is going viral, it is because strangers like, or are outraged by, what they see or read. When it comes to a concerted attack, there may be a hope that the attack will become viral, but it is originally perpetrated one person, or a small group, trying to exert influence. This could be a customer, a former employee, a competitor, or just a bully trying to change something about you or your business.

Prevention

It is a cliché, but an ounce of prevention is worth a pound of cure. Have a complaints procedure for your clients. Empower your staff to solve small issues before they turn into big issues. Listen, learn, and respond to your reviews. Try to divorce yourself from the idea that you are right and they are wrong. It does not matter if you win the argument in your place of business. If you turn your customer into an enemy, and they then bash you online, you have lost.

Usually, apologies cost nothing. Make them sincere and swallow your pride. If the dispute cannot be resolved with an apology ask a simple question: “how much am I willing to pay to not have this appear on Yelp or other review sites?” Whatever the answer is, there is your budget for resolving this complaint.

Obviously, you have to have claimed your business on all the major review platforms. Going through this in detail is really outside the realm of this article; however, you should receive an email, or alert, anytime someone posts a review on Yelp, Google, or Facebook. I would also strongly suggest that you have a Google Alert running for mentions of your business name, names of key personal, or anything else that someone may use to identify or describe your business. You can setup alerts here: https://www.google.com/alerts

Stay away from controversial subjects with your online presence. Businesses should standup and be counted for causes and ideas they support, but go into it with your eyes open. With any controversial subject, there is the potential for someone to become upset and try to change your stance by methods other than debate or no longer giving you their custom.

Assessment

Despite your best efforts; however, you find yourself a target of a Yelp bombing campaign. It is important to note, that while the term “Yelp bombing” has become a generic term for an online review attack, Yelp is actually the platform you want this kind of attack to take place on. Yelp tends to have the best tools and resources for a business to protect itself. I am not a big fan of Yelp, you can read my feelings about Yelp and why I dislike their business model here, but when it comes to Yelp bombing they really do have their act together.

The first signs of a campaign against your business will usually be you being alerted to, or reading, a 1-star review. Speed is of the essence. If the review is seemingly out of nowhere, then reach out to the reviewer apologizing for their experience and asking if you can help to resolve the situation. If the platform allows it, message the reviewer privately. Don’t be afraid to ask them for their name so you can look into the matter.
If, despite your speedy response, more reviews are posted, then you have genuine situation on your hands.

First, breathe.

It is easy to feel panicked and that events are completely out of your control. You need to be the one with the cool head. People undertaking a Yelp bombing campaign are not doing so from a particularly rational place. This usually shows up in the writing and the nature of the complaint.

Read the review(s). Does the client have a point from reading the review? Is it a good story? If you were not connected to the business would you want to learn more? Remember right and wrong does not enter into your assessment of the campaign. What you need to assess is whether the story has “legs.” Is what has been written true? If someone reads this who knows nothing about your business will they believe it? Get other people’s opinions – this will help bring some perspective. If you make the assessment that the reviewer has a point and that the story has legs then there is the potential for it go viral, which is what you are trying to stop.

First Responses

Do not, I repeat, do not be in too much of a hurry to tell your side of the story. However, while it is important to not to lash out immediately with why your customer is “wrong, crazy, or clueless,” it is also important that your response is prompt and the correct response.

If the reviewer is not communicating, then start to craft a public response that addresses your position in very general terms and that you are happy to engage further via a different channel. I am a big proponent for email as this new channel. Email keeps the communication out of the public eye, unless someone posts it, it takes the heat out of conversations, and it gives you a written record. I know others feel that responding by a phone call, or even meeting in person, are better solutions. I would suggest that you choose whatever you are the most comfortable with.

Your response should be read by multiple other people and you should all agree that it is reasonable, conciliatory, and addresses the reviewer’s primary complaint. If the campaign against you has legs, and starts to go viral, your response will also be featured so it is important that the response is the right one.

It should also go without saying, that you should never retaliate. You need to be the adult, and it needs to be clearly seen by any 3rd party that you are conciliatory, level headed, and just trying to resolve the issue.

If you have stories, or additional tips on how to solve Yelp bombing / review campaigns, please let me know in the comments. If you have an ongoing issue, please feel free to reach out to me.

Content or social media curation is a fancy term for sharing things with your followers / audience.

This is something that almost all users of social media do almost every day.
If you create content; write a blog, create memes, take photographs, make videos, sing songs, etc., the chances are that you do not have enough content to keep your audience engaged with you. So you do what I, and most everyone else does; you share the interesting things that you come across that are in roughly the same space as your content is with perhaps your own thoughts on that content to give some perspective as to why you are sharing it.

What you do not do is the following:

Steal

I really can’t believe that I have spell this out but given some events recently by people who really should know better I guess I do.
If you download a photo, or image, and then re-upload it, without attributing it to the person who posted it first, its theft. Plain and simple.
Yes, all content creators should brand things they create, or otherwise assert their rights as the owner of the material, but failing to do so is not a license to steal.

What makes matters worse is when you go to great lengths to brand your own content and assert your own copyright, but still do not see the hypocrisy of stealing other people’s work.
And of course, just rebuilding a meme using your own image and then trying to assert copyright over that phrase or image is just theft of a different type. Just ask Scott Stratten about the fun he had with “You are not the Jack Ass Whisperer.”

For those confused about copyright and trademarks, I wrote about them here.
If you do want to share something that does not have a watermark or any kind of attribution and you are on a social network that makes directly sharing difficult, Instagram comes immediately to mind, then just ask. It’s the nice and friendly thing to do.

Click Bait

Recycling content, and then spreading it across multiple pages to increase page views and therefore sell more advertising is click bait. It is a real problem on Facebook. If you are creating content with this in mind please stop. If you are clicking on these articles please stop. And for the love of god, if you are liking these sites please stop. It is the equivalent of a magazine in the checkout aisle.

Linkjacking

Linkjacking covers a multitude of sins, but is generally cross posting from one social network to another via a 3rd party website to create traffic for the 3rd party site. Ignoring the generally agreed upon “bad form” of sharing from one social network to another to one side, linkjacking is again just stealing traffic off of the back of someone else’s work.

Newsjacking

Also known as: “how to ruin Twitter.” Newsjacking is the habit of companies to insert themselves, usually via #hashtags, into news stories to promote their brand. The most awful examples of this are companies that just randomly pick whatever is trending on Twitter or their chosen social network and insert those hashtags into their post in order to generate more views without even checking to see if those hashtags have any relevance to their brand whatsoever.

If there is something in the news that is relevant for your brand and you have content that may help provide context to a story then, of course, use the hashtag – that is what they are there for. But to leverage the news, and potentially the misery of others to sell things, is just wrong. And should be wrong in anyone’s book.

Content Farming

Generating articles purely with search engine optimization (SEO) in mind just so that your site can rank higher in Google should obviously be seen as a self-limiting strategy. Who is going to trust you if your articles are terrible to read? Generate good content and it will be shared. Sure, pay attention to good SEO practices, but if that becomes the reason you are writing something, you are writing for the wrong reasons and anyone who reads what you have written, or published to your site, will know it.

Being ethical about how you use social media is not hard. Social Media is about being social. It’s easy to steal content. It’s easy to film a speaker at a conference and then turn that into a blog post and not to credit them – it is still theft. For most people who create great content, and I like to think I’m one of them, we want it shared and to be seen by as many people as possible.

Just ask, and give credit where credit is due. It’s not hard.

(Clicking on the image above will take you to Amazon where a tiny percentage goes to help my movie and book buying habit.)

 

Statistics, standardized testing, crime prediction, Google, Facebook, “Moneyballing,” insurance risk analysis, and mathematical models all have one thing in common; they can all fall into the catch all term of “big data.”

There are very few parts of modern life that are not impacted by big data; for better or for worse. The mathematical models that harness vast amounts of data are used for everything:  to determine who should receive a bank loan, which teachers should be fired, whether to hire a particular worker, where police should patrol, which colleges are the best to apply to, which students should offered a place in a college, how sports are played, and even the sentences that convicted criminals should receive.

Some of these mathematical models are transparent.  The model featured in the book and movie “Moneyball” (you can read my review of the movie here) would be an example of a transparent model. The data and the rules that lead to the model’s conclusions are open and available for everyone to see. However, more and more, the models are opaque and it is these models that Ms. O’Neil goes after with devastating logic and passion.

The fundamental issue with these opaque models, other than a lack of openness and therefore the impossibility to challenge their assumptions, is that they can suffer from a lack of feedback or create self-reinforcing feedback loops. Because the models are opaque, many people may not even realize that are in a mathematical model, or that the model is partially or wholly responsible for their circumstance.

As Ms. O’Neil states in her introduction: “Without feedback; however, a statistical engine can continue spinning out faulty and damaging analysis while never learning from its mistakes. Many of the W.M.D’s (Weapons of Math Destruction) I’ll be discussing in this book … behave like that. They define their own reality and use it to justify their results. This type of model is self-perpetuating, highly destructive, and very common.”

Ms. O’Neil does go to some great lengths to stress that a lot of these models have been built with the intention of being fairer. The idea being that removing flawed human beings from decisions that could be made by mathematical models would remove their biases and faulty logic from the progress. However, it is these same flawed humans that are creating the models and without proper feedback, monitoring, and proper understanding of statistics, the models themselves can cause far worse problems than the ones they are supposed to solve.

Written for the layperson, about a subject that would cause most peoples eyes to glaze over unless written by Ms. O’Neil, this is a great and important book and one that I feel will become only more important as mathematical models become even more entwined in our lives. This is also an important book for those is position to make use of mathematical models in their business as there can be significant pressure to accept the word of a program when we should be asking some pretty hard and detailed questions; not only to ensure that what we are getting is correct, but also to ensure that we are not contributing to the Weapons of Math Destruction problem.

Garbage in – Garbage out, has never been more apt.  

By Mike Falconer

The most popular post to date on my site is: “Why I hate Yelp (and you should too!).”

I still do by the way; and everything is that post still stands today three years later; however, I have grown to accept it as part of the daily life of being in business and feel that, a few road bumps aside, I’ve made my peace with online reviews and even with Yelp.

That mighty sound a little contradictory, but the bottom line is that reviews are here to stay so we all have to deal with it.

“Scott, we have a Yelp problem. We keep getting these horrible reviews what can we do about it?”

” – Build a better product.”

Scott Stratten @unmarketing

There is no strategy or tip that I, or anyone else, can give you that will fix your business and your online reviews overnight (those that promise to do so are scamming you). If you are a horrible business the chances are you will have horrible reviews online.

Now you can write your own reviews, and risk the wrath of companies like Yelp or Google which are filled with people smarter than you or I (sorry it’s true) who spend a lot of time and energy trying to foil the attempts of those gaming their systems. If you are really unlucky you could also find yourself the subject of a FTC investigation and slapped with a serious fine. It has happened a few times already to those trying to buy or reward those for reviews (many thanks to he great Mike Blumenthal @mblumenthal for this awesome nugget of info and indeed for solidifying my thoughts on Yelp, and online reviews, in general) and expect it to happen a lot more when the government figures out how prevalent it is and how much money can be made. But why bother? It is simpler, easier, and better for your business to just fix the problems in the first place.

Think Yelp or Google (or whatever review site you feel tortures you on a regular basis) does not accurately reflect what your clients think of your business? Prove it! Survey your clients. Make it easy for them to complain and give you feedback. Have a policy to deal with complaints. And, of course, read, learn, and above all, reply to your reviews. If your survey results really are different from what you are seeing from the review sites then publish the data and be honest about what people were complaining about and what you are doing to fix it.

When I started reviewing my business’s clients what I found from the was that they wanted to respond. The feedback I got was overwhelmingly positive, and it allowed me to fix issues, even minor ones, quickly before they blew up online. It also provided real data about what problems we did have and where we were excelling.

A splash page with links to review sites helped make it easy for those who already reviewing us privately to review us in public. As a rule I and not a big fan of asking for reviews – particularly when companies just try to flood one channel. (400 reviews on Google and 10 on Yelp just makes you look shady.) However, a simple splash page with three or four links is tasteful and is the least spam-like way I have found and does not seem to offend anyone.

Unhappy clients will, of course, still happen. How you respond to them is all important, not just for the client, but your future clients who will read your response and see how you deal with complaints.

Apologize – it costs you nothing.

Try to resolve the issue – D’uh!

If you can’t resolve the issue – apologize again!

Do not get into a protracted fight online – would you rather be right or have an unhappy client, a bad review, and maybe worse? Genuinely apologize and try to make things right.

And never, never ever, send, say, or do anything that that you are not completely happy with being splashed all over the Internet. “If you take your review down we will give you your money back” means you care more about the bad review than the unhappy client. If the client deserves their money back – give them their money back!

I am a big fan of responding to even positive reviews – a simple thank you goes a long way. The interesting thing about responding to every review and trying to keep clients happy is that it is not just new clients that notice. Potential new employees use the tools available to them when researching their potential new employer. Those tools are Yelp and Google.

While I still hate Yelp – it really is a flawed product. It exists because customers used to basically be powerless. The balance may have shifted but I know at my business we try to solve issues, I know that we sometimes succeed and sometimes we fail. We are not perfect, but we have not stopped trying and I think even those that view us on Yelp can see it.

And I can live with that.

(Clicking on the image above will take you to Amazon where a tiny percentage goes to help fund my book buying habit.)

“We have always had some influence over the justice system but for the first time in 180 years, since the stocks and the pillory were outlawed we have the power to determine the severity of some punishments and so we have to think about what level of mercilessness we feel comfortable with.”

So You’ve Been Publicly Shamed by Jon Ronson shines a, sometimes unwelcome, light on the unforgiving nature of Internet shaming. Ronson convincingly argues that almost 200 years ago we abandoned shaming as a form of punishment, not due a lack of effectiveness with rise of the larger towns and cities, but because it was seen as overly cruel.

Ronson has extraordinary access to those who lives have been ruined because of a bad out of context joke, calling out someone for perceived sexist comments, for making perceived sexist comments, and for being too irreverent in a selfie at a national memorial. The author also cleverly focuses on those less worthy of pity; the successful author who gets found out for making up quotes, and exposes our own attitudes to shaming. And then there are those who seem to have beaten the shame cycle; the UK publicist who went to war with the tabloid press, and the small town where almost a hundred of its citizenry where reveled to be visiting a local prostitute.

As well as telling the story of the various victims of the modern age of public shaming, Ronson also tells us of his own journey and grappling with his own role in the shaming of others and of being of control of his internet persona. This does not hang together quite as well as the rest of the book. I have a hard time, for instance, that such a talented researcher cannot look back through their own Twitter history to see who they have previously shamed. However, this is minor quibble and a brave personal exploration and opening up about personal shame.

The book does end on a relatively positive note due to the miracles of Search Engine Optimization (SEO), however the real point of the book is for the reader to examine how they feel about this return of public shaming. Even for those whom it is hard to defend; the hunters seeking big game trophies, the Vet taking pleasure in shooting a cat with a bow and arrow, and the plagiarizing author, to name but a few – do they really deserve this level of life altering destruction?

For those who answer yes, this book is for you. “So You’ve Been Publicly Shamed” is, if nothing else, a testament to how much of a double edged sword internet shame can be, how cruel and destructive it is, and how uncomfortable we should all be with it. The Internet shows us at our best and worst as a culture – it is we who have to change.

Note: I have refrained from using the names of any of the subjects, or related people, in this post so as not to add to add to the problem.

 

Violated Online is a interesting book for a number of reasons. But by far the most interesting thing is the quandary at it’s heart.

Wyer runs a company that specializes in Search Engine Reputation Management (SERM) and Violated Online is essentially a 200 page pitch for the SERM industry. In case there is any doubt, SERM is essentially the same as the Search Engine Optimization (SEO) practiced by online marketers to ensure that search engine results reflect the results that they want.

The fundamental idea at the heart of Violated Online is that we live in a connected world and that information is easy to find or publish. That this world can be a scary place, and that things have changed, should really come as no surprise to anyone.

It is hard not to feel while reading this work that the author would rather go back to the “good-old-days.” By its own admission, Violated Online states that a lot of personal information was always available offline, but that now this information is a lot easier to access and somehow this makes the internet is a bad thing. It is interesting to reflect that only 10 years ago we gladly gave our social security numbers to department store clerks, or any other number of people, to bring up account information. Just like we have all learned to control our personal information, we also have to take responsibility for our online presence.

To be fair, Violated Online, makes this exact argument. However, most people reading it will only take away from the near hysterical tone is the idea that to protect themselves they need to stay off the internet or employ a SERM company. For example, some of the advise is practically useless for the average person – registering every single web address permutation of you and your families name. Great advise for a business, or someone in the public eye, but more than a little over the top for most people. It is easy to forget that in the days before the internet, if the major media misquoted or focused on an individual, there was very little recourse. The internet can magnify these problems but it also provides an avenue for correcting those mistakes. Violated Online makes no such comparisons or admissions.

However, the biggest issue with this book is that on the one hand it bemoans that individuals can be anonymous online, and then rails against social media’s use of proper names and identities. You can’t have it both ways! The online identity issue is significant, but it needs to be handled with education about when you can and can’t rely on online information and who posted it.

Violated Online is an important book and is well worth reading, despite its problems. Just don’t buy into the end of the world scenarios and take away its most important message – take control of your life online before someone else does.

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(Click on the image above to view the book on Amazon!)

With possibly the longest subtitle ever: “Move your business forward through the convergence of search, social & content marketing,” Accelerate! cannot be accused of false advertising.

Quiet simply, Accelerate is a blueprint for successfully using 21st century tools for small business online marketing. Written by Arnie Kuenn, the president of Vertical Measures in Phoenix, and a co-founder of the Arizona Interactive Marketing Association; Mr. Kuenn certainly knows his stuff. In fact, it is one of the few criticism of the book that I have, is that it gets a little dense at times, particularly early on. The Search Engine Optimization (SEO) section while being very detailed gets to be a little much and will require a couple of readings for all but the most experienced of readers. However, the style does settle down, and it would be a mistake to give up on the book as and what you are left with in the end is, a user friendly handbook for search, social media, and content marketing.

The book covers all the major players as you might expect; Facebook, Twitter, LinkedIn and Google; but is also covers a lot of the less mainstream sites. Accelerate! plucks a number online tools out from the magic geek SEO toolbox to help with almost every aspect of the radical overhaul of your marketing strategy that will undoubtedly unfold once you have finished the book. I myself, am already looking carefully at how I put posts together for my site and have joined a number of social bookmarking sites directly because of this book.

A self published book, also available in a Kindle edition, I was initially concerned about the physical binding on Accelerate! I’ve had problems in the past with the spines of self published books cracking and then loosing pages after a single reading. I’m happy to report that this is not the case with Accelerate! I did take care not to be too absusive to the spine, but i needn’t have worried, the book is in great shape and looks the same as when it arrived.

I mention the self publishing issue, not just because of quality, but also because the text of the book directly references it as well. With a subject such as search and social media marketing, it is easy to get very out of date very quickly – Google+, for example, is not mentioned once. As the text explains, being a self published book, in addition to being an E-book, allows for easier updates than traditional publishing. I, for one, hope we do get new editions on a fairly regular basis, because this a great resource and one I know I will be referring to for quite some time. In fact, I found it quite odd to see URLs in the footnotes and be unable to click on them – should have got the Kindle version!

Mr. Kuenn’s book will not tell you how to brand and create a marketing strategy for your business – hopefully that is why you read my blog! What Accelerate! will do, however, is tell you how to navigate the waters of the increasingly complex world of search, social media, and content marketing. This still might not mean that you still don’t need to hire someone of Mr. Kuenn’s caliber, or the man himself, to work with you on these magic things. But if you do you’ll at least know what they are talking about and why.

If you want to get serious about search, social media and content marketing, you need to buy this book – it does what is says on the cover!

(Clicking on the cover above will take you to the book’s Amazon page and contribute to my book buying habit / problem.)

(Click on the image above to download the book from Amazon!)

Being, essentially, 128 pages long (the appendix takes it up to 163 pages) and a free download it would be difficult to complain too much about the e-book: “Winning the Zero Moment of Truth.” Luckily you really don’t have to, as it makes for an engaging, and brief, read. It also has the potential to become an important work for those of us who care about marketing our businesses and the tools that we use to achieve that.

The Zero Moment of Truth is an attempt to update a model, first coined by Procter and Gamble in 2005, used to describe the marketing’s effect on the consumer. The model goes something like this: Stimulus; in the form of an advertisement, First Moment of Truth; when the consumer sees the product on the shelf in the store, and Second Moment of Truth; when the customer experiences the product they have bought. Although the terms were coined in the 21st century, the concept would be understood by a character on the TV show Mad Men. Zero Moment of Truth is an attempt to explain and define how search, and social media, has changed our buying and consuming habits as now there is now an additional step to this marketing model. This additional step is that advertising is now prodding us, the consumer, to research, ask our friends, and ask even complete strangers, about the product online before we get anywhere near the store or an e-commerce site.

Inter-spaced with video introductions to each chapter by marketers and search professionals, the book neatly dissects what the Zero Moment of Truth means for all of us – including consumers. It particularly, has no time for manufacturers who feel that their product does not generate the interest for social media – I wish my business had as many fans as “Bounce dryer sheets” to give you an example!

Another, potentially even more important, concept in the book is the idea that customers do not talk about bad experiences online. Obviously, it is not always the case, but Mr. Lecinski puts forward a compelling case that in the majority of circumstances, clients want to give good reviews far more than they want to give bad ones – preferring to forget about bad experiences. This being the case, the book argues, that unless you have a serious problem in your business (and you’d probably want to know about it if you did) reviews and comments are a chance to engage your clients and should not be ignored.

Since Mr. Lecinski is managing director, U.S. Sales & Service, for Google a book that extolls the virtues of search and reviews (Google places anyone?) could be seen as a little self-serving. This is probably fair, but it does not make anything that is said in the book any more relevant and important. Although, it does have to be said that the lack of mentions of Facebook (mentioned five times) and Twitter (mentioned twice) can be a bit jarring when compared to Google (mentioned 72 times). This is a minor gripe, however, and a great book from a very clever marketer.

I do, however, have a major gripe about this book and others of its ilk.

I read a lot, and when I do I listen to music – like I imagine most people do. Adding video into the mix is a logical extension of the e-book medium and I think it has a place – particularly in a book such as this – is logical. The problem with video content in books, however, is when the producers decide that they have to add background music as they would if they were producing a spot for television. Some basic understanding of the way your product is being consumed please people! I don’t want to have to mute what I’m listening to at the start of each chapter just so I can listen to someone speak!

This is still a very good book and well worth your time even if you never watch the videos – which I suggest you do – just remember to keep the remote for the music handy.

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