“The strategic threat to Facebook is that power users have gone to Twitter or to Google+,” Parker explained, during an address at the annual Web 2.0 Summit in San Francisco.

According to Parker, a power user is “any user that regularly contributes [significant] content to Facebook which is being consumed by everyone else.”

In other words, a lot of influential companies and celebrities are migrating to sites like Twitter, LinkedIn and Google + that are set up to maximize the ROI on their status updates/tweets.

A quick look at Facebook on any given day reveals a snapshot of what Parker’s referring to. The overwhelming majority of Facebook users post and respond to info about their own personal lives, whereas Twitter is more geared toward a person or entity promoting a brand, product or image.

People don’t follow nearly as many friends on Twitter as they do on Facebook. As the social media landscape shifts, the question becomes: What will Facebook do to evolve beyond a site where people go to see what their friends are up to?

More importantly, what will attract the power users to Facebook, as opposed to Twitter and Google+? As the power users go, so does a social media site’s popularity, assuming Parker’s on the money.

Source: “Facebook power users have gone to Google + and Twitter,” by Emma Barnett, Telegraph, 10/18/11.

Instead of relying heavily on “best of” lists and how-to instructional articles, companies need to put their best foot forward and provide the type of content customers will find useful, especially when making buying decisions.

Another reason to ramp up content production: The other guy will be doing it. You could be in danger 0f being left in the dust, experts say.

Finally, Google intends to declare war on spammy, ad-laden content. This means you could see a real upgrade in search engine ranking — if you’re pumping out quality copy.

Google realizes that’s one of the big problems with search engine operations: Junk producers can vault ahead of the informational sites people are really trying to find.

Politicians used to say, “It’s the economy, stupid.”

In this case, it’s the content (but we’re calling you stupid if you hadn’t realized it).

Most people in a recent survey by Ogilvy & Mather Worldwide said they stick with the tried and true when it comes mobile payments.

Ogilvy & Mather asked 500 online customers to rate the brands they’d trust to handle their mobile payments:

• Visa: 39.6%
• Mastercard: 35.9%
• American Express: 35.8%
• PayPal: 34.3%

No surprises there.

Flashy brand names not associated with financial services fared poorly in consumer trust:

• Apple: 22.9%
• Microsoft: 22.3%
• Google: 19.5%

Facebook landed at the bottom of the heap. Only 12% of those surveyed said they’d place their trust in Facebook payment processing security.

One recommendation: Smaller tech brands should join forces with the heavy hitters — the most-trusted brands — and use that partnership to show customers they can trust your level of security.

While traditional sales organizations compete on issues of price, service and quality, “engagement” (i.e., the level of loyalty buyers have to a company or brand) is the real key to boosting business during an unsure economy.

Customers become “engaged” with businesses based on consistent, positive interactions over the course of time.

There are four specific motivators (or drivers) that lead to higher levels of engagement, according to a well-known Allegiance Marketing study:

1. Protection — How strongly do you guarantee each buyer’s investment? How do they know they’re safe doing business with you?
2. Confidence – Are buyers always kept in the loop about new products or changes to existing ones? How do you reinforce the notion they’re receiving the best value on the market?
3. Appreciation – How do buyers know you value their loyalty? Do you offer buyer rewards or preferred customer status based on loyalty and purchase levels?
4. Service – Do salespeople maintain consistent contact? Is there a system to ensure problems are resolved quickly and efficiently?

Because engagement is such a qualitative measure, it’s often difficult for organizations to measure the impact they’re having with buyers.

Here are some indications that buyer engagement initiatives are actually paying off:

• Increase in revenue – Higher levels of engagement lead customers to buy more (and more often).
• More referrals — Engaged buyers are motivated to send more business your way (top companies offer incentives to encourage referrals).
• Less customer turnover – Engaged buyers are loyal buyers.
• More feedback – Engaged customers feel more comfortable sharing feedback about what they like (and don’t like), mostly because they view their relationship with your company as more of a partnership.

Ritz-Carlton, Netflix and Google are always among the top 10 companies in the country when it comes to engaging buyers, according to PeopleMetrics Annual Customer Engagement Study.

While each of these companies serves a different niche, there are two things all three have in common:

1. Constant interaction with buyers. One in four customers never contact a company when they have a problem or concern. Top companies take proactive steps to avoid that and resolve issues ASAP (e.g., Netflix asks renters for email feedback on every DVD they view and encourages subscribers to contact them 24/7 if any issues arise).
2. Strong emphasis on employees. Best-in-class companies consider employees their most valuable resource. They provide frequent bonuses and incentives for dedication and first-class service. They also treat employees with tremendous respect to ensure high levels of commitment (e.g., Ritz-Carlton refers to all employees as “ladies” and “gentlemen”).

The annual PeopleMetrics study reveals companies that achieve high levels of buyer engagement enjoy three benefits:

1. Fully engaged buyers recommend a brand or company to friends and business associates four times more often than ambivalent customers.
2. 13% of fully engaged buyers post to a blog, website or message board about their experience.
3. A fully engaged buyer visits the company’s website twice as often (and makes three times as many online purchases).

Facebook for Business is ideal for small businesses seeking to tap into social media — but lacking the expertise, time or money to do it by now.

Facebook for Business tells you how to set up a profile page, put together targeted ads and deals, and load sponsored stories and social plug-ins.

It’s also designed to help lone entrepreneurs and limited market causes.

Facebook is trying to come out of the blocks ahead of Google+ on this one.

Some businesses, impatient for Google+ to roll out its business profile feature, created their own brand profiles on Google regular user pages.

Once Google caught wind of that, it deleted those pages. Ouch!

Facebook appears to have opened its arms to these disenfranchised Google clients.

A Google spokesperson says its more sophisticated package will be trotted out very soon — during or shortly after 3rd quarter of 2011.

Google’s latest analytics tool can also steer Sales and Marketing pros to areas that can use tune-ups to improve performance.

The Site Speed report helps companies get a reading on:

• Which landing pages are the slowest to load
• Whether sites load faster or slower in different browsers, and
• How changes to load times impact results.

Google’s Site Speed provides the information and insight to substantiate suspicions, like whether a slower load time is actually driving away potential customers.

These participating airlines have outfitted their entire domestic fleet with Gogo Inflight Wi-Fi, the leading domestic ISP these days.

Google did the same marketing trick last year, letting folks use WiFi for free inflight — so long as the browser they used was Chrome.

Don’t forget to load it on your laptop before you take to the friendly skies.

Google just unwrapped a new website that’ll keep marketers up to date on what consumers want, what they’re searching for, what they’re buying and what they’re planning to buy.

The site: ThinkHoliday.

Why now? Almost 75% of customers have started researching gifts, and 9 out of 10 are starting to shop online.

That’s one reason the site includes a Countdown to Christmas feature.

The real assets:

• Marketers can find out about trends in areas such as home electronics, furnishings and, of course, toys.
• Promotional trends are also featured, like who’s offering coupons, discounts and free delivery.

Do you find this site useful? Let us know in the Comments Box below.

One of the studies was originally conducted in the late 70s, but has gained more notoriety in recent months after being conducted a second time with similar results. The other was conducted during the past year.

Both reinforce the idea that variety, not daily monotony, is the key to driving productivity and performance.

Study #1: Provide a change of scenery

This study found academics who studied a list of vocabulary terms once in two separate rooms — one a cluttered mess with no windows, the other a modern study facility with a lush campus view — did far better on tests than academics who studied the words several times in the same room.

The takeaway: Change of scenery stimulates retention and vitality.
How are managers using it to their advantage?

Despite layoffs and salary freezes, a lot of managers use the same philosophy to improve worker output by allowing employees to:

• work from home one to two days a week
• create a flexible schedule that doesn’t require them to work
  the traditional 9-to-5, and/or
• turn their workspace into an area where they feel more at home.

Study #2: Offer some variety

The second study found employees are more stimulated when they’re dealing with an eclectic mix of responsibilities, rather than the monotony of performing the same tasks day in and day out.

As a result, progressive managers have begun offering employees opportunities to get involved with several different projects (or aspects of their businesses).

Example: Google insists employees devote 20% of their work week to pursuing their own Google-related initiatives — a move the company says boosts innovation, morale, performance and productivity.

Source: “Forget What You Know About Good Study Habits,” by Benedict Carey, New York Times, 9/6/10.

1. Apple. Apple is the sexiest brand alive today, according to Fortune magazine. It all starts with the logo — simple, iconic, yet futuristic. That philosophy trickles down to Apple stores, all of which have an edgy design and features. Some examples: The service desk is called a “Genius Bar.” In-store shoppers can log on and surf the net, and test drive display models. Commercials feature music from U2, Regina Spektor and the White Stripes (among others). Then of course there’s Steve Jobs, a crossover CEO that is equal parts tech nerd and rock star. It all adds up to a well-orchestrated approach that’s as edgy as it is bankable.
2. Netflix. Movies delivered right to your doorstep. It’s a simple concept, no? So why hasn’t anyone been able to duplicate Netflix’ success? Maybe it’s because Netflix is so in tune with its audience. The company uses e-mail to communicate so members don’t have to lift a finger to find out where their movies are, when the movies were shipped and when they should expect to see the films arrive in their mailbox. Netflix has an interactive website that suggests new movies based on past selections and member rankings. It allows members to suggest movies for one another, and it resolves customer service issues with the click of a mouse so members never have to make a phone call, wait on hold or type a long e-mail to have a question answered. Plus, Netflix is much more affordable than most retail rental chains at a time when people need that most. As an added bonus, there’s an entire library of movies members can watch instantly online … for free.
3. Google. People that want to understand what makes Google so sexy don’t need to look any further than Googleplex — the company’s Mountain View, California headquarters. Googleplex has designer cafeterias where employees eat for free, a commuter bus system, swimming pools, volleyball courts, massage parlors and gaming rooms. And that’s just the tip of the iceberg. Google believes all work and no play makes for a dull employee — and a dull world. Their innovative approach to corporate culture is what keeps them on the cutting edge — attracting the best and brightest young minds to help build their empire. What started as a popular search engine has now extended its reach to just about every facet of the online universe, and somehow you get the sense that this is only the beginning.
4. Amazon. Those who think Amazon is just an e-retailer (an e-tailer?) are missing the point. The company may have started out that way, but now it’s evolved into an online network, where users are cross-selling products to one another based on suggestions and previous purchases. Amazon revolutionized the online customer review by deciding that allowing consumers to post negative reviews wasn’t only helpful, it was good for business. Online shopping is more popular than ever, and users know when they shop on Amazon, they’re going to get as many options as possible — top of the line, bargain basement, new, used, recycled … you name it. If it’s out there, Amazon can help you find it.
5. Starbucks. Starbucks revolutionized the way Americans do coffee. In fact, the company changed the entire coffee experience. Rather than grabbing a cup to go, Starbucks made coffee shops a social hub, where consumers created their own experience, whether that meant dating, reading a book, meeting with friends or business partners, playing a game of chess, or listening to music. Gourmet coffee is the new bottled water, and Starbucks is winning hearts, minds and dollars because it’s giving customers more than a cup of Joe — it’s giving them a night out, or a date, or a comfy place to study or work. Starbucks is whatever you want it to be, which is why it appeals to such a wide demographic.

What other companies would you add to the “sexy” list? Share your suggestions in the Comments Box below.

Source: “The World’s 50 Most Admired Companies,” Fortune.

1. See where your friends are. Twitter, Google, Facebook and Apple’s iPhone all provide the capability to let others in your network see where you are at all times (Facebook actually has a “check-in” feature which it plans to upgrade in the near future). This is particularly helpful for salespeople who want to monitor where top prospects are, so they can send a quick message suggesting an impromptu lunch or meeting.
2. Mobile purchases. There are now cell phone apps (the most popular is called “Square”) that facilitate transactions for buyers via mobile phones. Users who register for an account can respond to text offers immediately and pay via their mobile phones, which is a tremendous way for companies to increase impulse buys.
3. The “Like” Button. This is a Facebook-specific trend that companies are already using in droves. Facebook now allows companies to include “Like” buttons on all their landing pages. Every time a visitor clicks “Like” (which will typically appear next to a product) on a landing page, a public update instantly appears on the visitor’s Facebook page, thereby giving every product and service instant viral potential.

Adapted in part from “5 Social Media Trends to Watch Right Now,” by Barb Dybwad.

Here are four innovative ways top companies maintain their edge by creating the type of online buying experience that keeps customers coming back again and again:

1. Make it as easy as possible for visitors to find what they need. Be sure to include a “search” function, as well as tabs for every type of product or service you offer. Pay attention to frequent “search” terms so you can see if prospects use the same words or phrases to describe a product as you do. Try to include those words in the “tags” or descriptions of products, so prospects can find what they need.
2. Monitor the competition. Use Google Analytics to determine which competitors’ websites get the most online traffic. Then do a little more research to determine what their web strategy is and how you can apply the same thinking to boost your traffic.
3. Make registering as simple as possible. Only ask for basic info. The more time-consuming the registration process is, and the more info a company insists upon getting, the more likely online prospects will be to abandon the process and move on to a company that makes buying online easier.
4. Give them an incentive to register. The toughest part about winning online buyers is getting them to take that first leap of faith. Send an e-mail offer for a one-time discount that can only be redeemed via your company’s website. Make it time-sensitive so prospects will act on it before it gets buried beneath a bunch of other e-mails. Then monitor which offers get the best response, and role those offers out again to subsequent web leads.

1. Post your own competitive breakdown on each product’s Web page (e.g., price, features, benefits, ROI, etc.). This will show prospects how you offer more value. Plus, it allows you to control the comparison process. More importantly, it keeps prospects on your site. Once prospects leave your site to research a competitor’s product, chances are slim they’ll return to buy from you.
2. Offering something in return for registering (e.g., a free e-newsletter or one-time discount code, etc.). It’s an age-old principle: attract more prospects at ease by presenting the registration form as something that’ll entitle them to privileged information.
3. Keep the registration form as simple as possible. The more involved the registration process, the more prospects will be inclined to quit without completing the form. Only ask for the info you absolutely need. Once you have a name and e-mail address (or phone number) you’ll have plenty of other opportunities to collect more info. A good rule: registration forms should take no longer than 30 seconds to complete.
4. Offer a search option on your Web site. If prospects can’t find what they’re looking for quickly, they’ll leave your site and go straight to Google. The simpler navigation is, the more likely prospects are to stay (and hopefully buy from you).
5. Monitor “error/page not found” messages. Every time prospects land on an error page, it increases the chances they’ll leave your site. If possible, work with IT to make sure “error/page not found” messages don’t pop up when a prospect’s search fails on your site. If a search yields no results, make sure something pops up on the page — whether it’s a listing of your most popular products or services, or suggestions on how a prospect can refine his or her search.
6. Track which pages prospects view. Then develop a process that forwards that info to sales reps ASAP — so reps have valuable info they can use to follow up with prospects who leave your site.
7. Monitor/increase your visibility on search engine pages. Make sure to keep an eye on popular search terms here, then see if there’s any reasonable way to incorporate them in your Web copy to boost traffic. In addition, distribute online press releases, and encourage bloggers and consumers to post reviews of your products on their sites. The more attention your brand generates online, the more it’ll appear (and the higher it’ll rank) in Web searches.
8. Expedite the checkout process. Make sure buyers can get in and out quickly without getting caught up in unnecessary forms, survey questions or other distractions. If they’ve already registered, for example, make sure they don’t have to enter the same info again.
9. Offer product suggestions. More than 70% of Amazon’s sales last year came from products that were suggested by the company based on other customers’ past buying history (“132 people who bought X, also bought A, B, and C”). Lesson: Use other customers’ buying history to identify products/services new prospects may be interested in. It’s an extremely valuable and underutilized way to cross sell/upsell.
10. Develop a community. Some companies maintain one or more industry blogs on their site, others set up message boards, and some encourage product reviews from customers. These are all valuable ways to draw top-quality prospects back to your site on a daily basis. The more people view your site as a resource, the more they’ll be aware of limited-time offers and other promotions. Giving buyers a reason to come back to your site, that doesn’t necessarily have to do with buying products, is a great way to boost loyalty and earn buyers’ trust.

Adapted from “15 Tried and Tested Tips To Increase Online Conversion Rates” by Michelle Strassburg

It actually encourages readers to stay.

Many companies make the opt-out link hard to find by using small font and placing it at the bottom of the message.

But that only builds distrust, said Google’s analytics evangelist Avinash Kaushik in a recent report.

His tests found that a clearly-stated, prominent unsubscribe buttons result in the fewest opt-outs.

Plus, customers will trust your company more when they see it’s easy to stop your e-mail, said Kaushik.