Posts By: Curator
It’s 5 o’clock on the day before a huge holiday weekend. You have just enough time to get home and pack before catching the red-eye. Then it’s 4 long days of family, food and hopefully fun. All great, except for that one little thing chewing on the back of your brain. The feeling that you forgot to do something important before sliding into holiday vacation mode. What could it be. . . . . ?
Oh yeah. That was it.
Someone on the McDonalds social media team had a very bad Black Friday. Hopefully, they didn’t start the holiday season with a pink slip because, come on, it’s an easy mistake. And it’s not like they accidentally moved the decimal point on the big screen TV prices. And it’s not like anyone was paying attention to the McDonalds Twitter account on the biggest shopping day of the year. . . .
Oh yeah. Wendy’s was paying attention
This isn’t the first time the square burger joint used their Twitter account as a pointy stick with which to jab competitors. Earlier this year, Wendy’s piled on when McDonalds Tweeted that they were going to start using “fresh beef” in the Quarter Pounders in the “majority” of their restaurants. Wendy’s – along with the rest of us – wondered what that meant for the rest of the menu in ALL of their restaurants.
These cleverly crafted quips (with even more clever follow-ups) make it seem like Wendy’s is winning the war of words, but are they? Is pointing out the mistakes of the competition, even in a humorous way, a good idea?
Making fun of the enemy when he’s down could backfire. It could make the responding company look like a bully, especially when it’s such a strong response to a harmless, and understandable mistake. Forgetting to fill in the holiday Tweet was embarrassing, and the person responsible likely took some heat. But it’s harder for the management to forgive and forget when the competitor turns that simple mistake into a viral news story.
So what effect did this exchange have on the two fast food chains?
As of today, the McDonalds Tweet has been shared 23,000 times and has 72K likes. That’s no where near the 283,000 retweets and 754,000 likes that the Wendy’s reply Tweet received. On views alone, Wendy’s is the winner.
Still, both companies got quite a bit of press which included links to both Twitter accounts. Sure, McDonalds comes off looking like a clown, but how many people were saying their name and viewing their feed that wouldn’t have done so otherwise? How many people ate lunch at McDonalds last weekend because they had the brand on the brain?
As for the bully factor, Wendy’s is making it through relatively unscathed. A handful of Tweeters used the snarky thread to fire back with allegations of food poisoning, slow service, and hair in the beef. To the one Twitterer who dared to say, “I’m getting McDonald’s today”, Wendy’s replied “Sorry about the bad day. Better luck tomorrow.”
Wendy’s is lucky that reply slid in under the grill. It’s one thing to poke fun at the competition but insulting individuals (even trolls) is never a good idea.
In the end, McDonalds took the high road and blamed the mistake on a lack of coffee – or more accurately – a McCafe.
Time for the big question: is it okay to Tweet sarcastic jokes when your competitor makes a mistake? That depends largely on your audience and the severity of the situation. If your company has a young, trend-loving audience (Wendy’s, Taco Bell, Old Spice, DiGiorno Pizza) you can get away as long as the infraction isn’t serious. A badly written Tweet is fine, but if the mistakes involves people getting hurt, leave it alone.
If your audience is more traditional or you’re in a more serious industry, don’t even think about emulating Wendy’s. Jabs from one fast food slinger to another is funny but no one wants to see bankers, doctors or lawyers making jokes out of a competitor’s mistake.
Source: Reputation Refinery
Posted by randfish
Controlling and improving the flow of your on-site content can actually help your SEO. What’s the best way to capitalize on the opportunity present in your page design? Rand covers the questions you need to ask (and answer) and the goals you should strive for in today’s Whiteboard Friday.
Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat about a designing a page’s content flow to help with your SEO.
Now, unfortunately, somehow in the world of SEO tactics, this one has gotten left by the wayside. I think a lot of people in the SEO world are investing in things like content and solving searchers’ problems and getting to the bottom of searcher intent. But unfortunately, the page design and the flow of the elements, the UI elements, the content elements that sit in a page is discarded or left aside. That’s unfortunate because it can actually make a huge difference to your SEO.
Q: What needs to go on this page, in what order, with what placement?
So if we’re asking ourselves like, “Well, what’s the question here?” Well, it’s what needs to go on this page. I’m trying to rank for “faster home Wi-Fi.” Right now, Lifehacker and a bunch of other people are ranking in these results. It gets a ton of searches. I can drive a lot of revenue for my business if I can rank there. But what needs to go on this page in what order with what placement in order for me to perform the best that I possibly can? It turns out that sometimes great content gets buried in a poor page design and poor page flow. But if we want to answer this question, we actually have to ask some other ones. We need answers to at least these three:
A. What is the searcher in this case trying to accomplish?
When they enter “faster home Wi-Fi,” what’s the task that they want to get done?
B. Are there multiple intents behind this query, and which ones are most popular?
What’s the popularity of those intents in what order? We need to know that so that we can design our flow around the most common ones first and the secondary and tertiary ones next.
C. What’s the business goal of ranking? What are we trying to accomplish?
That’s always going to have to be balanced out with what is the searcher trying to accomplish. Otherwise, in a lot of cases, there’s no point in ranking at all. If we can’t get our goals met, we should just rank for something else where we can.
Let’s assume we’ve got some answers:
Let’s assume that, in this case, we have some good answers to these questions so we can proceed. So pretty simple. If I search for “faster home Wi-Fi,” what I want is usually it’s going to be…
A. Faster download speed at home.
That’s what the searcher is trying to accomplish. But there are multiple intents behind this. Sometimes the searcher is looking to do that..
B1. With their current ISP and their current equipment.
They want to know things they can optimize that don’t cause them to spend money. Can they place their router in different places? Can they change out a cable? Do they need to put it in a different room? Do they need to move their computer? Is the problem something else that’s interfering with their Wi-Fi in their home that they need to turn off? Those kinds of issues.
B2. With a new ISP.
Or can they get a new ISP? They might be looking for an ISP that can provide them with faster home internet in their area, and they want to know what’s available, which is a very different intent than the first one.
B3. With current ISP but new equipment.
maybe they want to keep their ISP, but they are willing to upgrade to new equipment. So they’re looking for what’s the equipment that I could buy that would make the current ISP I have, which in many cases in the United States, sadly, there’s only one ISP that can provide you with service in a lot of areas. So they can’t change ISP, but they can change out their equipment.
C. Affiliate revenue with product referrals.
Let’s assume that (C) is we know that what we’re trying to accomplish is affiliate revenue from product referrals. So our business is basically we’re going to send people to new routers or the Google Mesh Network home device, and we get affiliate revenue by passing folks off to those products and recommending them.
Now we can design a content flow.
Okay, fair enough. We now have enough to be able to take care of this design flow. The design flow can involve lots of things. There are a lot of things that could live on a page, everything from navigation to headline to the lead-in copy or the header image or body content, graphics, reference links, the footer, a sidebar potentially.
The elements that go in here are not actually what we’re talking about today. We can have that conversation too. I want a headline that’s going to tell people that I serve all of these different intents. I want to have a lead-in that has a potential to be the featured snippet in there. I want a header image that can rank in image results and be in the featured snippet panel. I’m going to want body content that serves all of these in the order that’s most popular. I want graphics and visuals that suggest to people that I’ve done my research and I can provably show that the results that you get with this different equipment or this different ISP will be relevant to them.
But really, what we’re talking about here is the flow that matters. The content itself, the problem is that it gets buried. What I see many times is folks will take a powerful visual or a powerful piece of content that’s solving the searcher’s query and they’ll put it in a place on the page where it’s hard to access or hard to find. So even though they’ve actually got great content, it is buried by the page’s design.
5 big goals that matter.
The goals that matter here and the ones that you should be optimizing for when you’re thinking about the design of this flow are:
1. How do I solve the searcher’s task quickly and enjoyably?
So that’s about user experience as well as the UI. I know that, for many people, they are going to want to see and, in fact, the result that’s ranking up here on the top is Lifehacker’s top 10 list for how to get your home Wi-Fi faster. They include things like upgrading your ISP, and here’s a tool to see what’s available in your area. They include maybe you need a better router, and here are the best ones. Maybe you need a different network or something that expands your network in your home, and here’s a link out to those. So they’re serving that purpose up front, up top.
2. Serve these multiple intents in the order of demand.
So if we can intuit that most people want to stick with their ISP, but are willing to change equipment, we can serve this one first (B3). We can serve this one second (B1), and we can serve the change out my ISP third (B2), which is actually the ideal fit in this scenario for us. That helps us
3. Optimize for the business goal without sacrificing one and two.
I would urge you to design generally with the searcher in mind and if you can fit in the business goal, that is ideal. Otherwise, what tends to happen is the business goal comes first, the searcher comes second, and you come tenth in the results.
4. If possible, try to claim the featured snippet and the visual image that go up there.
That means using the lead-in up at the top. It’s usually the first paragraph or the first few lines of text in an ordered or unordered list, along with a header image or visual in order to capture that featured snippet. That’s very powerful for search results that are still showing it.
5. Limit our bounce back to the SERP as much as possible.
In many cases, this means limiting some of the UI or design flow elements that hamper people from solving their problems or that annoy or dissuade them. So, for example, advertising that pops up or overlays that come up before I’ve gotten two-thirds of the way down the page really tend to hamper efforts, really tend to increase this bounce back to the SERP, the search engine call pogo-sticking and can harm your rankings dramatically. Design elements, design flows where the content that actually solves the problem is below an advertising block or below a promotional block, that also is very limiting.
So to the degree that we can control the design of our pages and optimize for that, we can actually take existing content that you might already have and improve its rankings without having to remake it, without needing new links, simply by improving the flow.
I hope we’ll see lots of examples of those in the comments, and we’ll see you again next week for another edition of Whiteboard Friday. Take care.
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Serving as an integral member of the senior Distribution leadership team, the Director of Marketing Services will be responsible for creating a world-class Marketing Services strategy in order to promote, enhance, and strengthen Vendasta’s services provided to over 1300 agencies worldwide. He or she will be responsible for supporting 5 revenue lines of the company.
Are you a leader who is not afraid to break the mold with innovative ideas and solutions? Does supporting Vendasta’s position as the #1 platform for selling digital solutions to local businesses excite you? If so, then this may be the opportunity of a lifetime to join one of the world’s leading marketing and technology companies.
- Passionate about B2B software and services marketing.
- Lead and create digital marketing strategy and tactics for the organization with deep subject matter expertise of the various digital marketing channels including SEO, website development, Digital Advertising etc.
- Proven expert in marketing a business and communicating with businesses around the globe.
- Lead and growing a high performing team of professionals and fostering a spirit of teamwork that supports diversity, cohesiveness and support for all reporting managers.
- Identify and evaluate new growth opportunities across the ever-changing digital and social media landscape.
- Provide planning and budgetary control of 5 revenue lines
- As a senior member of our Distribution management team, you will report into the Chief Revenue Officer.
Skills and Qualifications:
- Bachelor’s Degree in Marketing or equivalent experience – requires a combination of Digital Marketing, technical knowledge, and leadership skills.
- Minimum of 7 years of experience in all key aspects of digital marketing
- Strong analytical, detail orientation and presentation skills; ability to analyze and present conclusions on business performance to stakeholders and executives
- Hands on leader who can multitask and meet tight deadlines while managing a team of professionals
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Vendasta is a software company that believes in local, and is driving local economies. Located downtown Saskatoon, Saskatchewan, we build a online platform that helps B2B companies sell digital solutions to local businesses. Through our partners around the world, we’re helping more than 650,000 local businesses thrive and succeed—and we love what we do.
One of our company’s core values is Reverence for Local, which our team embodies both inside and outside of our office.
Get to know some of our team’s favorite local businesses across the country:
“It’s an all-vegan taco truck, and they have the most amazing vegan queso, nachos, and of course, tacos. It’s the kind of small business that thrives in Austin, and that’s part of why I’m proud to live here. Most of all, I love that they’ve normalized me eating nachos for brunch.” — Molly Knobloch, Community Manager
Austin, Texas / New York City
“Laura, the owner, has created a boutique that radiates a unique and fresh look. Everything is carefully curated and the employees feel like your friends. The store also fosters a strong local community through outreach and community events to empower women.” — Marissa Desanti, Product Designer
“As a kid, I typically spent a good portion of my summer break visiting family in New England, and going to The Ox was always one of the biggest highlights. In their own words, The Ox “is local New England in every sense of the word” — it’s an old school, family-owned restaurant that doesn’t seem to have changed one bit since it opened in the ’30s. I have distinct memories of spending time with my granddad at The Ox where he’d teach me life lessons, including the best strategies for eating an ice cream cone and how you should never wear your hat at the dinner table.” — Andy Moore, Manager, Customer Operations
“First off, their coffee is the best in Austin, bar none. One of the coolest parts of Lucky Lab, though, is that part of their proceeds go to different organizations that benefit dogs (shelters, rescue groups, etc.) They also host all kinds of different events, and they’re super popular and beloved in the Austin community.” — Regan Sinquefield, Community Manager
North Smithfield, Rhode Island
“The Village Haven is a staple for those who are from Rhode Island and has been serving customers for over 40 years. Growing up, some of my fondest memories have been enjoying their classic chicken dinner with my family and delighting in their delicious ice cream for dessert. Not to mention, they have the best cinnamon rolls.” — Richard Hoey, Account Manager
“The store’s aesthetic is perfect, the product selection is unorthodox and daring, the owner is divine, and the custom gifting service is magical. Go now.” — Carey Neal, Account Manager
Pittsford, New York
“Okay where do I start? Well, it starts with the fact that I wouldn’t be here without Thirsty’s — my parents met there in 1979. It’s been a staple in my hometown for over 40 years, without so much as a sign out front. Literally, it’s a white brick building with green shutters, and you wouldn’t know it was a bar until you step inside. Drinks are cheap and served in plastic party cups, and it’s always a party when you walk in. There’s an impromptu reunion for every high school class every year around Thanksgiving and Christmas, and you can celebrate with your friends…. and your friends’ parents. My happiest place is on a stool at the bar drinking a local beer with friends I haven’t seen in months!” — Emily Howeth, Event Marketing Associate
Source: Main Street Hub
#38 – Uber’s $100k hacker cover up, McDonald’s Black Friday winning fail, and a Denver coffee shop in hot water!
A tale of two coffee social media campaigns. One will get you pumped up and the other frothing at the mouth!
Each week, Erin Jones and I take a look at the most interesting reputation management stories, answer your questions, and share valuable ORM tactics. In this week’s episode:
- Uber tries to cover up data breach by paying off hackers.
- Did McDonald’s social media team make the biggest Black Friday Twitter blunder or was it a clever ploy?
- A Denver coffee shop’s controversial sign has social media up in arms.
If you have a question you would like us to tackle, please leave a comment below or on my Facebook Page.
Transcript (forgive us for any typos):
Source: Andy Beal