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10/31/2014 9:29:20 AM

You say goodbye and I say Ello?


I must offer a sincere apology before we begin; being situated in the heart of Liverpool city centre, and coincidentally, right next door to the world-famous ‘Hard Day’s Night’ Beatles-themed hotel, led to the questionable pun used for this post’s title. However, this post has nothing to do with John, Paul, Ringo and George – its purpose is to introduce and examine the much-discussed social startup: Ello.

The seemingly uber-trendy social network has been live and active for many months, but after a recent surge in well-documented sign-ups from the LGBT community, Ello has managed to make the increasingly difficult crossover into the mainstream.  Beginning its lifespan in 2013 as a private social network consisting of seven artists and programmers, the network was finally made available to the wider online community in March this year, after a year of beta testing. The site is invitation-only for the time being, so you'll have to pester an early-adopter in order to gain immediate access. You can request an invitation from the site's owners, but Ello has warned that there's a hefty backlog.

Why should I consider using Ello?

So, what makes Ello so special? What is its USP? The network’s founders are positioning it as a network of opposites - the ‘anti-Facebook’, if you will. Their manifesto offers a direct stab at Facebook’s questionable data practices and privacy policies:  “Your social network is owned by advertisers,” it says. “Every post you share, every friend you make and every link you follow is tracked, recorded and converted into data. Advertisers buy your data so they can show you more ads. You are the product that’s bought and sold. We believe there is a better way.”

At this moment in time, the site also doesn't carry any advertising, those in control have assured registered users that they will not mine posts for intent and, perhaps most importantly, they have also categorically promised to keep all collated user data away from prying eyes, unless you grant access for them to do so. However, this isn’t a vanity project - the company is looking to make money in some capacity - so in the near future they will begin to sell optional advanced features to users, while retaining a certain level of base functionality for those that do not wish to hand over their hard-earned cash in order to improve their online experience.

A number of well-respected online publications have already begun referring to Ello as a serious contender for Facebook’s social throne. The sheer number of stories in recent months highlighting Facebook’s somewhat unorthodox approach to collecting data has led to many users turning their backs on the network, and left them searching for a network that fills the Facebook-sized hole in their lives. This is perhaps why many are so eager to herald Ello as the social second-coming: the demand for a secure social network is undoubtedly there. However, we must remember the mammoth digital footprint that Facebook already boasts. With nearly 1.3 billion users documenting their daily lives and keeping in touch with loved ones, Ello would not only have to maintain its current explosive rate of growth in order to present a truly credible threat to the blistering Facebook empire, it would have to potentially double or triple it over the coming months to truly begin to play the game.

Should I factor Ello into my businesses’ social strategy?

With reports that Ello is doubling in size every three-to-four days, and getting as many as 38,000 requests from users looking to sign-up per hour, it seems almost impossible to ignore the growth of the network.

Despite these impressive numbers, your best move - if you can find your way into the Ello party - may be to shy away from the network in the short term. While some businesses have already made the risky leap of faith, the network’s anti-advertising stance - which has been perhaps its biggest draw in terms of luring in disgruntled Facebook users - isn’t exactly the most business-friendly model to adopt for those looking to earn a living.

If you do choose to create a profile on the network, be aware that you won’t have access to swathes of revealing data like you do on Facebook, Twitter etc. at this moment in time. This level of privacy is part of the appeal for its users, but it does make the task of pinpointing those who are currently using Ello increasingly difficult. However, it’s reasonably safe to assume from online commentary that the current crowd is comprised of two core groups: the LGBT community that raised the network’s profile so diligently, and those eager early-adopters that choose to engage with products at the first available moment, regardless of initial content, bugs or a lacking UX. 

If these groups sound like they may contain those you wish to engage with or attract, then Ello could be a good place for you to begin to reach out. If you’re looking to offer B2B services or communicate with different consumer groups, then this probably isn’t the best place for you to find them for the time being. That isn’t to say that the network won’t undergo significant UX changes that could lead to the inclusion of your audience in the future. It’s certainly possible, but if your customers aren’t there now, there is very little reason for you to be either. You should also remember that Ello’s anti-advertising stance has got it to the point it is at today. Users no longer want to be interrupted by something they deem to be irrelevant or annoying. If you are only pushing your business or brand on the network, then users will more than likely find your presence irritating.

What now?

Many have tried to reach the pinnacle and conquer the social market before. All but a few have failed – spectacularly. With this, it’s hard to tell if Ello is just the latest minor wave in a turbulent social sea. From our perspective, everything about Ello at this stage seems amateurish: the awkward and underdeveloped design, the lack of SEO benefits, the overambitious ‘freemium’ business model and their penchant for privacy is ripe for risk and attack.

Depending on your industry and the resources you have available, it may be worth devoting time to carving a name for yourself on an as-yet untested and questionable network. However, I can assure you with supreme confidence that you will find that you can reach new social heights elsewhere. Many of us like to jump onto things in the hope that we can embrace their perks and features before everybody else, and there is absolutely no shame in doing so. However, with Ello, you run the risk of doing more damage than good.

10/28/2014 2:20:21 PM

This Week in Social - October 24th

Welcome to the first edition of a new feature we are developing here at Connect: ‘This Week in…’

Each week, we will be exploring the latest industry news in a way that helps you #GetConnected and keep up to date with the very latest developments.

This week, we are shining our spotlight on social media. Here are just some of the biggest news items that caught our eye over the past week…

Facebook debuts ‘Rooms’

Facebook introduced a new application to its ongoing roster last week. The new application, ‘Rooms’, allows users to create personalised virtual places, designed for anonymous discussion on an infinite range of topics. Each unique room will consist of a feed of photos, videos and text, with the topic determined by the room’s creator. Early adopters have already created rooms for everything from international sports to international cuisine. ‘Rooms’, a Facebook Creative Labs application, is available now on iOS.

Twitter aims to win back disgruntled developers with ‘Fabric’

On Wednesday, Twitter announced a new modular mobile platform that aims to make it easier for third-party developers to incorporate the network’s features and services into their own native applications. The new platform, ‘Fabric’, is made of three modular kits that seek to address some of the most common and frustrating challenges that developers currently face: stability, distribution, revenue and identity. The platform combines the services of Crashlytics, MoPub, Twitter and many others to help developers build more stable third-party applications, generate stronger ad revenue, promote distribution and simplify the existing log-in process. ‘Fabric’ will be released to the wider mobile community in the coming weeks.

Ello signs no-ads charter

Social media’s latest craze, Ello, gained serious ground last month, appearing almost out of the blue as the much-needed antagonist to the increasingly controversial, Facebook. The social startup has previously assured users that it will remain advertisement-free and never sell users' data to persistent third-parties. Last week, the company legally sealed the deal and became a public-benefit corporation, with a charter prohibiting it in "the strongest legal terms possible" from making any money by selling ads or personal user data. The charter also requires that any company that may choose to acquire Ello in the future must adhere to the same rules.  

Twitter attempts to ditch lengthy logins

Twitter has also announced a new development tool that aims to do away with user's lengthy login credentials. The new tool, ‘Digits’, offers a personalised replacement for the traditional username and password log-in process. ‘Digits’ will allow users to log into websites with their mobile phone number - an identifier that each user is seemingly more likely to remember over time. Instead of creating a unique password for access, users will be sent a text message with a short code that they must use in order to log in.

Tsu pledges to share revenue with content creators

Emerging social startup, Tsu, has made a daring initial promise to its audience. The network will allow users to effectively “own” content housed on the site and share a percentage of the revenue gained.  The network’s core features include; peer-to-peer merchant services, fair content ownership and personalised sign-ins. Due to the increasing popularity of content creation across the Internet’s many social networks, allowing full content ownership could play a significant part in determining which creators commit to uploading their content onto certain networks. Tsu’s founder, Sebastian Sobczack, pledged to offer ongoing support for new and existing users. He said: “With Tsu, users can maintain real ownership of the content they have created, and they will be rewarded for it proportionally.”

Snowball’ unifies the multi-social process

Snowball’, a Google Ventures-funded application is looking to remove the need for multiple social applications to access your notifications. The application, which remains in beta testing for the time being, allows users to skim their incoming messages from Facebook, Twitter, WhatsApp, Snapchat, and SMSs in one place. The application doesn’t remove the immediate need for multiple accounts, and you will need to visit each unique application in order to respond to any received messages. However, it should at least, make tracking social notifications that little bit simpler in the long term for the majority of users. The application is Android-only for the foreseeable future and the beta is available to users worldwide now.

10/9/2014 3:21:23 PM

Why blog?

Why blog?

The blog is a curious beast. Perhaps at the true peak of its social popularity at the beginning of the decade, blogging is viewed by some as irrelevant in today’s digital marketing environment. However, if we look a little closer; a blog is ultimately one of the most important ways for a business owner to showcase their business and develop an intricate connection with their customers. A static and faceless platform is essentially an online brochure – a virtual blank canvas that does little to entice the consumer into investing in what you have to offer. In the current digital climate, where engagement is almost viewed as a necessity, blogs can provide a practical and dynamic way to market your business online.

I’m not a big believer in regurgitating pointless statistics in a bid to hammer a point home, but for the unassuming business owner, these blogging statistics almost speak for themselves:

  • 23% of time spent online is spent viewing blogs and social networks.
  • 77% of users actively read blogs when they venture online.
  • Small businesses with current and active blogs generate 126% more leads compared to those without.
  • 61% of consumers questioned admitted that they had made a purchase after reading a blog post.
  • 70% of those questioned prefer to gain insight into a company via self-published content rather than being bombarded with intrusive online ads.

Are you still a little apprehensive about the power and benefits of blogging? Think about this hypothesis: You’re the owner of a local business - consider what happens when a prospective customer finds your website thanks to a fateful Google search. Upon entering the site, they are greeted by a stagnant website that offers limited information about the business and what you can offer them. On face value, which is often enough time to influence decisions, there is very little that sets you apart from a no doubt, bustling list of nearby competitors.

Now, consider what happens when that same prospective customer refers back to their initial search and chooses to visit a competitor’s site. Their site offers the basics in the same way you do, but they are also greeted by a link to a company blog, where they discover a wealth of additional personality-driven textual and visual content. A 5-minute browsing session allows them to gain a deeper understanding of what the competitor can offer them, their core values and the blog will also present them with the opportunity to engage with the company and spark the conversation that could potentially lead to a conversion that you could have been considered for.

Getting started

If you believe you’re ready to delve into the world of blogging, you’ll need to speak to your existing provider, or research another, in order to establish whether or not your current platform will allow you to branch out into blogging. If not, there are a number of external options available to you, with WordPress providing perhaps the most reputable blogging solution on the market. You should seek help if you’re unsure how to proceed from here, as a blog set up under a different domain from your main website won’t benefit from any increased traffic and will only cause unnecessary confusion for your existing customer base.

From here, you must ensure that you are happy with your decision, committed to making the leap and that you understand your goals and aspirations for the future of the blog. It is incredibly important to know exactly what you want to accomplish and how you’ll eventually measure any success. If you don’t have a clear understanding of what you would like to achieve from publishing content, you will end up disappointed in both your published output, and the insightful data that stems from it.

Housing a blog on your site doesn’t have to be an all-consuming feature, but it will require an element of patience and planning. To keep your existing audience engaged and to begin targeting prospective customers, you will need to offer up dynamic content twice a week, on average. The content should be of inherent interest to your audience and it should make them want to come back for more after each piece is published. If you proceed without assured knowledge of your ideal customer or follower, there is a strong chance your content is going to be bland, indirect and inoffensive. If you take the time to pinpoint your ideal demographic, you will be able to create content that will communicate your message far more effectively.

You should also ensure that you can frequently take the time to research and identify new topics within your industry or realm of interests (and those shared by your audience) and vary the content on your blog based on these topics. As a rule of thumb, and regardless of your industry or set-up, you should consider providing the latest news from the business itself, helpful tips, wider industry news, customer testimonials, visual content, informative how-to guides and commentary that offers a fresh perspective on relevant discussions. Ultimately, your blog should reflect your brand’s values and beliefs and showcase your flare and personality.  

Schedule and promote

Consistency and promotion are perhaps, two of the most fundamental aspects of blogging. Consistency first, you should be looking to establish a set blogging schedule, with regular posts published at set times. If you are already using an analytics platform to gather data about your customers, you should examine the time at which your site is receiving the most traffic, and then adjust your content schedule accordingly.

Remember, you don’t have to push out content and updates on a daily basis – you can leave that level of interactivity to your wider social media output. After all, blogging is an intensive investment, and it will take up some of your time, so don’t rush content out for the sake of sheer visibility. However, it is important to maintain a level of regularity, in order to help you retain your existing audience and gain new followers. A consistent output will also help in meeting expectations and establish an element of trust between your brand and your customers. These relationships are invaluable and can be very difficult to re-establish so proceed with care, attention and respect for your audience if you wish to maintain the crucial link.

Blogging should also be at the heart of your wider ongoing social media strategy. Have you yet to take your business social? Check out our guide to establishing the appropriate network(s) for your business here. Each time you publish a new blog post, you should be looking to share the title, an interesting quote or visual aid from the piece and a link to the blog post across your existing social networks. Providing your follower count is at a reasonable level and you’re willing to put in the time and effort required, your followers will hopefully then share the content and effectively drive traffic to your site for you. Opportunities like this don’t occur online very often, so grab this one with both hands and capitalise on the current digital marketing techniques now.

Sharing your published blog content on social media is something that requires a little bit of trial and error, particularly if the concept is new to you. As with many things in life, sometimes it is best to approach the situation with care. Don’t be afraid to play things safe to begin with – it is worth taking the time to establish which approach works best for you and for your followers. If you follow this plan of attack, you should be able to build sustainable traffic from social media to your blog, and over time you’ll learn how to adapt your strategy to fit your unique goals and desires.

Looking ahead

From a practical standpoint, and for those looking to get ahead in this ever-changing digital landscape: blogging simply makes sense. Despite hesitance from some, blogging continues to represent one of digital marketing’s core techniques, and with a little extra effort and very little expense, you can build and cater for an audience unlike ever before, boost your credibility within your industry, boost search engine rankings, increase website traffic, and match or out-do your competitor’s online efforts. These benefits are too great for any adapting SMB to pass on. Is blogging right for your business? The answer is almost certainly; a resounding yes.

10/3/2014 2:33:12 PM

The importance of data security

Data security

Last week, we wrote about the importance of continuous password management and informed online security. It seems that no matter how many catastrophic online threats we hear about in the media, somehow, passwords still remain a serious chink in our digital armour. However, passwords aren’t the only online credentials you should be actively looking to protect. On December 4th, Google expects search queries from mobile users to overtake the number of searches made by desktop users. The number of mobile searches is expected to reach into hundreds of billions per year. At the beginning of 2013, mobile traffic accounted for 22.75% of total website visits in the UK. This share increased significantly throughout 2013, resulting in mobile’s share edging closer to 40% of website visits. If this figure is to increase, which the majority of experts predict it will, we could potentially see a mobile share of close to 60% before the year is over.

These figures offer conclusive proof, should you really need it at this point, that the overall balance of the multi-channel world is constantly changing. It is safe to say that ‘mobile-first’ is no longer a meaningless mantra tossed around by those ‘in the know’ – it is now part of our daily make-up.

Mobile devices have always come with an attached stigma surrounding security concerns – how can something so small and portable contain all of our information safely and securely, many ask. The more we rely upon these devices to help us carry out basic and advanced tasks, the more experts warn us of potential threats to our online privacy, and as part of the traditional domino effect, the more we panic about our data, and rightly so. Online threats, such as the Heartbleed security bug and the recently discovered Shellshock bug, shouldn’t be glazed over. The threat surrounding them is very much real, and incredibly worrying. However, if, as the aforementioned figures suggest, we’re not going to be retiring our devices any time soon, we need to break the cycle and get on board with secure practices and techniques in order to protect our data for the long haul.

Make no mistake, well-made smartphones and their respective operating systems actively encourage us to offload our sensitive information – mainly for ease of use and familiarity. We’ve now reached a point where we are inputting our bank details, payment information and addresses into our devices for use across the plethora of applications available to us. But do we truly understand how difficult, or not so as the case may be, it would be for an attacker to gain access to this slew of delicate information? If you’re a mobile user and you would like to feel more comfortable using your device, or if you’re a business owner looking to provide a secure and safe environment for your customers to interact with, here are a few simple, yet effective steps to ensure your data is protected in the best way possible.

Individual safety measures  

  • Set up a pin on your device: This is perhaps the easiest, yet the most commonly overlooked step you can take to securing your device from prying eyes. A memorable pin that only you are aware of ensures your data’s safety should the worst-case scenario occur. If your device boasts biometric features, you can choose to add an extra layer of personal security that is truly unique to you, and you alone. 
  • Manage your passwords effectively: We spoke about this step at length in our previous blog post, ‘Is your password secure?’. Passwords are our digital passport. Without them, the web would be a dangerous and uneasy place. With them, and with developed privacy knowledge, we can work together to create stronger and safer passwords that will help shape our future on the web.
  • Encrypt your sensitive information: If you have data housed on your device that is sensitive or that matters most to you, you should be taking the steps required to encrypt it. The majority of devices on the market will provide built-in encryption should you wish to activate it. If you do wish for your device to encrypt your sensitive information, you must remember that, in most instances, encryption is completely irreversible, which means you will lose all information, if that information is not backed up.
  • Back-up your data: You can also very easily back-up your information via the pre-packaged software that came with your device, or store it on your own portable storage equipment for easier access. There is also the option of backing up to cloud storage, however, recent stories within the media have perhaps tarnished this method slightly, suggesting that it could put your data at risk, rather than safely contain it.
  • Secure your networks: This step may not apply to the majority of users, as many of the bigger network providers in the UK now force password-protection onto new routers by default. If your router doesn’t require a password to connect to the Internet, you should ensure that a password is set up immediately. A strong password not only keeps your data safe, but it also allows you to control the number of users and devices connected to the network at any given time. A final tip for public Wi-Fi usage, do not login to personal applications whilst connected to these networks, particularly those that do not require a password to connect – you do not know what is happening with your inputted data, so it is better to be safe than sorry.

Business safety measures

For business owners, this reliance on mobile usage creates a unique set of granular privacy concerns. How do you know exactly who is visiting your site across multiple devices? How do you deliver the content they want, in the manner in which they want it? And, perhaps more importantly, how do you continue to make money as this propensity surges?

  • Follow legislation to the letter: If you hold and process information about your customers, employees or suppliers, you are legally obliged to protect that information. Under the Data Protection Act, you must:
  • Only collect information that you need for a specific purpose.
  • Keep it safe and secure.
  • Ensure it is relevant and up to date.
  • Only hold the amount of detail you require, and only for as long as you need it.
  • Inform the Information Commissioner’s Office (ICO) exactly how your business uses any personal information.
  • Allow the subject of the information the opportunity to view collated data upon request.

By keeping consumer data safe and secure, you can enhance your own reputation, increase customer confidence in your brand and move forward with a pro-active and cost-effective stance. If you knowingly withhold or misuse any personal data, you could be given a fine or made to pay compensation to those involved.

  • Nail down the sign-in process: At this moment in time, tracking multi-device users with Google Analytics isn’t anywhere near as easy as it should be. So, in the interim, you need to ensure that your sign-in/sign-up process is safe, secure and working effectively for users across multiple devices. If a user finds it difficult to login or register, they may simply choose to shop elsewhere and you will continue to lose out as many more follow suit. You can also enable social sign-ins that allow customers to login using their already-trusted credentials from a social network of their choosing, providing a safe and familiar bridge if you don’t have the time or recourses to redesign your existing setup.
  • Display your privacy practices: Irrespective of whether or not you sell products via your businesses’ website, you should be actively notifying your customers of how you plan on protecting their data privacy, what you may or may not do with any collected data and how you will be storing it, safely or otherwise. In terms of industry-leading standards, a best practice is to display a pop-up or dialog box when any detailed communication is made between the consumer and your server. You should be doing this any time you ask your customers for thorough or sensitive information about themselves.
  • Allow the user a choice: During the registration process, you should be allowing your users the opportunity to fine-tune and customise the information they receive from you, via newsletters or targeted emails. In an age where customers can customise their experience, add promotional codes from email campaigns and checkout using a method that suits them, you must allow for freedom of choice in order to reflect the positive aspects of your brand.

In an age where our daily activities are featured across numerous social networks, applications and online sites, our data is potentially more at risk than ever before. Our online information and identities will continue to expand and develop as new products are released, new networks are launched and new experiences are to be had online. We all have a responsibility, as either an individual online or as a business owner with an online platform, to embrace these changes and ensure that the data contained within them is stored safely and securely within the digital realm.

9/26/2014 10:59:25 AM

Is your password secure?

Is your password secure?

Passwords can often by the bane of our online lives. Almost every site we interact with asks us to create and remember a unique 8-30 digit password in order to gain access to our information and personal interests. These requests can be irritating and cumbersome, but make no mistake: passwords are fundamental to our online privacy and security. Your passwords are essentially the keys to your online home, without them you cannot access the things that matter most to you and if they fall into the wrong hands, the situation can spiral out of control very quickly. If you value your online security, you should be doing everything within your power to ensure your passwords are strong and secure, and that nobody else has access to them.

In recent weeks, it has been almost impossible to escape the barrage of stories relating to online hacks. Earlier this month, it was reported that hackers posted, what they claimed to be, the email addresses, usernames and passwords of five million Gmail users; potentially leaving them open to identity theft or being locked out of their own private email accounts. Google later confirmed that of the five million logins leaked, only 2% currently worked. At first, this figure seems reassuring, but that is still, a worryingly large, 100,000 accounts that have now been comprised, with the correct login details floating around the web for anybody to see.

So, what can I do about it?

It’s very easy to be worried and completely overwhelmed by the constant reports of hacking, but the web is, by and large, a safe and secure outlet and you should continue to use it - just with a degree of security and vigilance. It’s safe to say that we have all become a little too entrenched in the digital landscape to take ourselves out of the picture completely at this point.  

Firstly, it is crucial to pick strong passwords that you are not using anywhere else across the web. Ideally, the password should be 8-30 characters long (8 characters should be the absolute bare minimum) and a mixture of upper and lowercase letters, numbers and symbols. Create acronyms, make substitutions and relate memorable moments to your passwords – just ensure they aren’t painstakingly obvious to those on the outside looking in.

You should also:

  • Ensure your passwords are unique, private and not easily guessed: In 2014, trying to use ‘password’ or ‘12345678’ as your password is the equivalent of voluntarily helping an intruder in your home – you simply wouldn’t do it. Mix up your passwords and create memorable nuggets of information that mean something to you.
  • Don’t share your password with those close to you: With services like Netflix and Spotify continuing to increase in popularity, it may be necessary to share your password with a loved one or friend. However, common sense suggests that if more than one person knows your password, the chances of your accounts being compromised increases.
  • You should also remember to change your passwords several times throughout the calendar year. Familiarity and taking a lax approach to your online privacy and security could easily result in loss of sensitive data, or worse.
  • We all have credentials for numerous different sites, networks and portals. Once again, it is common sense to assume that if one of your private accounts is compromised and your login details are identical or similar for your other online accounts, they will be susceptible to attack too.
  • Rely on pen and paper: Feel free to write your passwords down in a place that is secure and private to you. There are relatively safe password management products available online: 1Password and LastPass in particular require an encrypted master password in order to access your private password vault. These products have garnered particularly strong reviews online and do present a strong alternative to simply writing your passwords down. Ultimately, you should rely on instinct and store your passwords in a manner that is comfortable and sensible for you in the long term.
  • Start using two-factor authentication: Almost every major online network worth their grain of salt is now using two-factor authentication. Two-factor authentication is a process in which the user provides two means of identification in order to access their account; one of which is your traditional password and the other is a single or multi-use code that is unique to your account.
  • Manage your password recovery options: If you forget your password or become locked out of your account, you will need to gain access again. Many services will send an email to your recovery email address if you need to reset your password, so make sure that your recovery email address is up-to-date and an account that you can still access easily.
  • Don’t rely on obvious security answers: Try to make sure your answer is unique, but memorable, so that even if someone guesses the correct answer, they won’t be certain on how it should be entered. Also, ensure the answer is at the very least memorable to you. If you can’t remember it, it may be very difficult, if not impossible, to regain access to the original account.

Passwords are fundamentally our digital passport. Without them, the web would be a dangerous and uneasy place. With them, and with developed privacy knowledge, we can work together to create stronger and safer passwords that will help shape the future of the web. You should only take as much advice from this blog post as you are comfortable with, but remember, as we strap always-connected wearables to our wrists and buy products instantly with a single-click, our privacy and security has never been more important.

9/25/2014 2:55:15 PM

Google debuts structured snippets

Google's new structured snippets

Earlier this week, Google announced the launch of a feature that has undergone vigorous testing over the past few weeks: structured rich snippets within search engine results pages (SERPS).

Structured snippets are, essentially, a refined and developed version of rich snippets that have been integrated into search results for a number of years. Upon searching, Google would push relevant and interesting nuggets of information to the user in order to enhance their search experience. With the introduction of these new snippets, users will now be greeted with embedded minute facts and details based upon their original search query.   

According to Google’s ‘Research’ blog, in order to produce this granular detail within search results, Google’s algorithms extract tabular data from live web pages in order to provide additional details surrounding inputted queries. The company also added that the quality of facts and details populated by these structured snippets will vary according to individual page content. Google has pledged to make gradual improvements to the relevance and accuracy of the information being displayed to users in the coming months.

Based on preliminary testing, the range of areas and topics covered by these snippets is reasonably broad for an initial launch. Searching for superhero stats to company profiles and in-depth product specifics to major global events produces a granular level of detail that hasn’t been seen previously. The results offer a rounded and specific view of key information. So, if a user is searching for the exact measurement of a product, or a key date in history, they will no longer necessarily have to click through to the subsequent web page in order to gain access to the information they require. At time of writing, it would appear that Google only allows one structured snippet to be displayed within its SERPS at any given time. 

These changes, at present, are incredibly fresh. It is worth noting that, as per the majority of Google’s changes and updates to search, the overall reach of these structured snippets will continue to grow over the coming weeks and months. The majority of users are currently searching for established phrases in order to make the snippets appear. However, as the structured snippets are populated to a wider user base, it is highly likely that publishers, business owners and webmasters will face challenges across the board. The natural assumption and key takeaway from these changes is the possibility that the snippets will remove the need for users to click through to published pages. Simply by playing devil’s advocate; if a user is interested in purchasing a DSLR camera and they’re particularly interested in the model’s megapixels or optical zoom scope, if Google can offer the answer to their question instantly, they won’t need to click through to the manufacturer’s web page in order to find the in-depth specifications.

Google debuts structured snippets

This is simply scratching the surface of these changes, and there are many subsequent questions that will appear in due course; will these snippets truly decrease click-through rates? Will they improve the user experience? Will sites using these snippets receive a visibility boost within SERPs?

Ultimately, Google will be hoping that these structured snippets will help organise, inform and enhance the existing search experience. There are still a significant number of sites online that don’t have a specific structure within SERPs due to minimal or complete lack of identifiable mark-up. If these snippets can help retain an element of order and organisation for these sites, then users will benefit in the long run. Also, if Google can utilise these snippets appropriately, then their penchant for focussing on user intent and answering queries succinctly will continue to develop and prosper.  

9/19/2014 9:17:37 AM

Which social media platform is right for your business?

In 2014, there are endless established and emerging social networks. We’re currently spending a significant portion of our daily lives sharing disappearing instant messages, six-second videos of our online and offline escapades and in the extreme, simply saying the word “Yo!” to complete strangers. From a business perspective, we would like to tap into their success and have a presence, albeit limited on some, on all of the social channels available to us. However, finding the time and resources to maintain every social platform out there can be extremely time-consuming, if not downright impossible.

If your business is just beginning to tread the online waters, then you may need some help in establishing the appropriate social networks for you. Many make the, admittedly easy, assumption of plumping for the most popular and visible networks, however, this can often have unfortunate and costly consequences, as each business has individual needs to meet on the ever-evolving social scale. To help you decide which social media platform is best suited for your business, we have created a simple guide that should help you identify the right social fit for you.  

Ask yourself: Why?

Before we take a look at the many social offerings, at the heart of almost every successful social campaign is an effective and detailed strategy. You wouldn’t enter into a new business venture blind, so don’t attempt to do the same with your social networks. Before you proceed, you must ask yourself: Why am I trying to take my business social? What am I hoping to achieve? How will I maintain the channels?

At its core, social media is all about reaching out and connecting with your audience on an authentic level. In order to be able to do that well, you need to understand exactly who your existing and prospective customers are. If you own a business with a storefront, you will be more than aware of the types of people who cross over your threshold on a daily basis, but they may not be the people that will actively engage with you online and via social networks.

When defining your target audience, you should start to distinguish their character, personalities and habits. Who are your customers? How old are they? What do they like most about your brand? What do they like to do online? Do they already share content from brands and businesses they enjoy? You will need to leverage the activities and interests of those you’re looking to attract in order to see if the demand for your social presence is out there.

From here, identify exactly what you’re looking to get out of social media. Are you looking to boost conversions? Engage with your customers? Maintain an active online presence? Ideally, these should all be by-products of social media usage and in the digital age, an online presence is, in many ways, fundamental to success. By completing this step, you can pinpoint any potential problems or concerns you may have with your existing online setup, and then begin to establish how, or if they can be resolved by increasing your social output.  

Upon carefully defining your audience and social intent, take the time to work out which social networks your customers are using and currently prefer. Each individual channel has its own features, user base and quirks. Twitter is an excellent platform for keeping up-to-date from a media and news perspective, Facebook will allow you to converse with friends and loved ones, whilst sharing personal content and Google+ has many different search benefits that come from the channel’s social features. With billions using social media every single day, it is incredibly important to understand the differences between the platforms, so you can begin to focus your efforts on the right areas.  

Once you have evaluated your current setup and proposals, it is time to delve into the expanding and developing world of social media. As referenced to earlier, there are countless social options available to you. Here are just a few of the most successful platforms used by those with a strong social strategy for their business:


Who should use Twitter: To put it simply, if you are a business owner looking to increase almost any element of your business, Twitter could help you in the long term. At present, there are around 15 million individuals, SMBs and multinational corporations tweeting from the UK on a daily basis. Twitter has become part of the fabric of everyday life for many, and we can almost guarantee that there will currently be a conversation that is relevant to your industry or business occurring on Twitter. If you’re not on board, you simply cannot be a part of it and you will miss out.

What should I share with my followers: Twitter allows you to start and join the conversation – it’s a fully-fledged democracy in its own right. Whether you are sharing a unique promotion, personal recommendation or providing individual commentary on the latest news from your industry, Twitter will provide you with the appropriate moment to reach out and engage with your audience. Remember, you must be professional at all times and listen to what is being said around you. Harnessing the thoughts and opinions of others can go a long way in improving your social technique.

How often should I post: Ideally, you should be posting content to Twitter, on average 3-5 times per day. You must make it worthwhile, though. Don’t simply spend your time re-tweeting the thoughts and opinions of others – this will stilt the natural ebb and flow of potential conversation and give the wrong impression to those that are considering following or engaging with you. Try and express your personality through your tweets and reflect the values and beliefs you hold in high regard for your business.

Are there any useful tools I can use: HootSuite is an effective management tool that will allow you to work alongside Twitter and schedule your tweets in advance. This tool can come in particularly handy if you’re finding that you don’t have time to sit and monitor the social network on a regular basis. However, you should try to monitor your Twitter feed at least once per day, as a lack of response or content gaps in your feed can give a negative impression to those viewing your profile externally. HootSuite also allows you to create personalised lists that can help you keep track of any engagement from your followers and movements made by your competitors.


Who should use Facebook: There are nearly 1.3 billion users on Facebook, but that’s not to say the network is a safe and secure bet, particularly for businesses. The platform can be a difficult beast to tame and not every business can truly reap the rewards the channel can offer. Ultimately, Facebook is perhaps best equipped to share updates and instantly respond to questions or comments from your followers. So, if your products or services require that level of customer service, then Facebook may be ideal for you.

What should I share with my followers: You can share a lot of content via Facebook. Perhaps the most relevant for business is event posting, posting product/service information and the deployment of paid advertisements. Once again, you should be looking to spark conversation amongst your followers, so don’t be afraid to ask questions or share content that requires a response from your followers.

How often should I post: Generally, once or twice a day. You can also share content from others, so this figure may increase from time-to-time. It is worth noting that because of the personal nature of Facebook, usage typically peaks outside of traditional work hours, so you may find any tracked data is skewed slightly more towards the early morning or late evening, depending on the nature of the services you offer. Vitally, Facebook does allow you to track the success of your published content by date and time, so ensure that you monitor this and post any future content with the knowledge gained from this data.

Are there any useful tools I can use: If a dedicated analytics or tracking platform is outside of your initial budget, you should consider using a URL shortener for any links sent out from your existing platforms. Every time a user clicks on a shortened link, the service will register the click and provide insightful and relevant data that will highlight how much traffic is gained directly from sharing to and from Facebook.


Who should use Google+: Ideally, you’ll be toying with the idea of using Google+ if you already have an existing online and social presence. More importantly, if you’re yet to use the service, you should be looking into making waves by looking to strengthen your search engine positioning and take advantage of the local benefits the network has to offer. You can read more about leveraging Google+ for local search purposes in our‘Your guide to Google My Business’. 

What should I share with those within my circle: Google+ refers to followers as those within your ‘circle’ – Google’s terminology for a list or group of followers. Google+ is almost certainly more formal and professional compared to the laidback approach Twitter and Facebook offer. Therefore, you need to amend your content styling accordingly. You should be promoting industry-relevant  published content from your website via Google+, in order to encourage conversation with your followers and those within your industry.

How often should I post: As the platform is Google’s proposed alternative to Facebook, keywords, hashtags and search engine optimisation are central to the appeal of Google+. You should push out updates to your Google+ profile each time you publish content on your website. By linking to your content, you could increase traffic to your website significantly.

Are there any useful tools I can use: In the past, Google Authorship was seen as the big beneficial  draw for Google+ users. By becoming an authorised user, your content would see a significant boost in search positioning and would generally see an increase in external online commentary and traffic. However, Google has since retired the program. Google has been experimenting with other useful extensions to the network and is expected to launch a new publishing platform for user-generated content in the near future.


Who should use LinkedIn: If you long for familiarity and a traditional approach to social activity, many of LinkedIn’s features are reminiscent of old-hat networking techniques. The main principle behind the network, is the number and the degree of connections you have with other users. The platform is mainly used by business owners (with an associated company page), those looking to recruit and those looking for employment/looking to keep in touch with colleagues and old friends.

What should I share with my followers: Once more, you should be pushing out any published content from your website. Providing you make strong connections, LinkedIn provides an excellent way to engage and converse with like-minded individuals and monitor the digital movements of your competitors and those you hold in high regard. Also, when the opportunity arises, you should be posting and promoting any vacancies you may have.

How often should I post: You should roughly post your published content on the network roughly two-to-four times per week, depending on your current content schedule. You should also make use of the ‘Pin’ tab – this allows you to pin a particular piece of content to the top of you profile, ensuring your followers and visitors are immediately drawn to the post.

For continued success on LinkedIn, you must ensure you have entered a relevant, rich and SEO-friendly company description that details the work you have carried out previously and the work you currently carry out. Similarly, ensure all of your businesses contact details are present and correct. If you are the owner of a SMB, ensure that you have made connections with those you currently employ. This can prove invaluable in making further connections and boosting engagement with those from your industry.

The new crowd

Aside from the increasingly successful, and often overlooked, Pinterest and Instagram, the (relatively) new social platforms currently receiving online acclaim are Snapchat and Vine – particularly amongst the youth market (13-20 year olds). Both of these networks continue Instagram’s trend for mobile adoption, with both channels starting out as dedicated smartphone applications.

Snapchat’s USP is already being emulated by some of tech’s major players, with Facebook expected to launch their own version of the service imminently. The application lets users set a time limit for the availability of each message they send;  with any expired posts being deleted from the app’s servers within a matter of minutes. At this point, substantial user statistics are notoriously hard to come by. However, these flippant and whimsical applications are expected to increase their grip on social over the coming months as new features are launched. Therefore, if you believe your business can benefit from these new networks or can offer something unique and interesting, then now may be the best time to get involved.

Keep focussed and press on

Choosing the appropriate social channels for your business is the first step to maintaining a successful social campaign. Moving forward, you should aim to define the character and traits of your audience and identify the best platforms that will help you to reach out and engage with them on an authentic and dedicated level. Ultimately, whether your choices are being driven by which networks your audience spend time on, hard analytical data or how to showcase your content in a unique manner - you should harness the influential power of the network’s best practices in order to boost engagement, increase your ROI and build a confident and assured online presence.

9/16/2014 9:31:17 AM

The future of Twitter

Twitter prepares UX changes

In recent months, Twitter has begun testing and teasing potential timeline changes that could dramatically alter the way in which you interact with the service. The reaction both online-and-offline has been apprehensive, to say the least. However, the subdued response shouldn’t come as a shock to many. By nature, human beings are reticent to change. We long for familiarity, and any sudden modifications can cause significant displeasure. It is also worth noting that at time of writing, many of these proposed changes are just that. Very few can be certain of Twitter’s long term strategy, but these proposals and ideas can give us a seemingly clear indication of where the service is heading right now.

Below are some of the mooted Twitter timeline changes and the implications they may have on your current Twitter experience in the not-so distant future:

Tweets from those you do not follow

Earlier this year, a number of Twitter users began to notice tweets from those they didn’t follow appearing in their timeline. The unfamiliar tweets appeared in two forms: favourited tweets from non-followers and tweets from non-followers that are seen to be popular within your network.

The introduction of these tweets almost certainly came as a surprise to those affected. The very nature of Twitter allows the user to independently select the users they wish to follow. Including tweets from those the user has not agreed to follow is a disheartening and surprising change. Twitter’s official stance on the matter is one of positivity and improvement. Moving forward, if Twitter identifies a tweet, account or piece of content that you may find interesting or relevant, they may automatically add it to your timeline. Each tweet is selected using a variety of signals, including how popular the tweet is deemed to be and how those that you follow are currently interacting with it. Twitter’s CEO, Dick Costolo, has also assured users that these promoted items will only appear in your timeline if you pull-to-refresh your feed and no original content is found. Twitter will then populate content for you based on its current algorithm.

Will the changes affect me?

This decision will more than likely impact users who don't follow many accounts, as these are the users Twitter are fighting tooth and nail to attract in the long term. The company’s methodology seems to suggest that they are pinning their hopes on light users becoming heavy users because of this promoted content. Twitter envisage that by populating interesting content from across the network when the user doesn’t have any updates from their current followers to engage with, they will then be motivated to follow new accounts that may not have been visible to them previously. However, heavy Twitter users are not completely immune to Twitter’s meddling and could still succumb to the changes, as promoted content could cause potential noise and intrusion for users who have meticulously crafted their followers and lists.

Filtering your Twitter feed

Throughout the year, the news that Twitter could be on the verge of abandoning its most distinguishing feature: a timeline that shows every tweet from each individual you follow, in order of how recently it was tweeted, has caused momentous commentary online. Many fear that Twitter is set to emulate the methods used by Facebook, which allows algorithms to decide which posts its users will see and which they don’t. Those algorithms have caused many to desert the network, as users forfeit the control over the content they share and view. If Twitter was to adopt similar algorithms, it would represent a major change in strategy. It’s a change that could vastly broaden its reach and take the social network to the next level, but as those at Facebook have learnt, it could come at a grave cost.

At present, Twitter’s timeline is organised in reverse chronological order, a system that hasn’t been amended or updated since the service was launched eight years ago. However, Twitter’s CFO, Anthony Noto believes this “isn’t the most relevant experience for the user.” If the user doesn’t check their feed regularly, content can be pushed to the bottom of the feed – content that could actually be more interesting or relevant to the user. Noto added: “Putting that content in front of the person at that moment in time is a way to organise that content better.”

Twitter has confirmed that any changes will be implemented carefully and incrementally, but this statement of intent almost certainly guarantees that changes to the existing timeline will come, perhaps sooner rather than later.

Will the changes affect me?

The changes made here are not too dissimilar from Facebook’s dramatic overhaul of its News Feed. Facebook began to show posts from friends of friends, display targeted advertisements and relevant promoted posts. The key takeaway here is that the reverse chronological feed has been at the very heart of Twitter since its conception, whereas Facebook’s intention is to surface content based on your activity, relationships and personal preferences.  Twitter’s foundations are built on the publishing of real-time updates and many turn to Twitter to gain a whistle-stop tour of the latest news. If a new algorithm is introduced, the chronology that is a fundamental element of news is lost, and the user experience will suffer as a result.

Developing and introducing an algorithm could also mean that businesses and brands would have to pay Twitter in order for their real-time tweets to reach the right people at the right time, in a similar way to Google’s ads takeover with AdWords. Elements of this concept can already be seen in many of the paid services associated with Twitter Ads. It is certainly possible that Twitter could implement this service in particular in order to help take the platform to new financial heights.

In-tweet purchases

One of the most recent changes made to the timeline is the announcement of an in-tweet buy/purchase button – allowing you to make purchases directly from your Twitter feed.

Currently only available to those in the US, a small percentage of Twitter’s user base will be able to tap a ‘buy’ button on tweets from authorised partners. Upon doing so, the user will follow an external link that will provide them with additional production information, the chance to input their shipping and billing details and, of course, tweet about the latest and greatest product they have just purchased via the service. With the likes of Amazon already signed up as a partner, the new feature is expected to add a new dynamic layer to the e-commerce industry.

The service is expected to bring in new functionality for the social network, with the service allowing mobile users to shop with ease in a compelling new manner. Twitter is also expected to promote engagement and conversions by allowing users’ access to unique offers and promotions that will be unobtainable elsewhere.

Will the changes affect me?

First and foremost, this is perhaps less of a change and more of an add-on for the network. There is no requirement to use this service - you will only do so if you wish to. For those conscious of security and privacy, Twitter has attempted to alleviate concerns by ensuring all shipping, billing and payment information is encrypted and stored safely and securely.

As we mentioned earlier, Twitter has earned its stripes by providing instant and impactful content to its users. This service mirrors the functionality Twitter will be hoping the new buy button will have. Users are highly unlikely to make lavish purchases via Twitter; they will do so in the comfort and safety of dedicated and respected retailers. However, there is infinite potential for the sale of low-value purchases.  Digital downloads in particular could see a significant boost because of the service. Mobile applications caused a major boost in sales, and Twitter’s venture into e-commerce could just as easily inspire users, breathe new life into social engagement and increase growth and profit for all concerned. Facebook ultimately failed in attempting to break into the e-commerce market, but providing Twitter pitch their approach in the correct way, they could set low-value risk-free sales soaring in ways that have been very rarely seen before.

Twitter remains indispensable for personal and professional use. At present, any social strategy will struggle without the fundamental role Twitter helps play in marketing your business and products. Many argue that the proposed changes will help attract a new set of core users and build relationships with the causal browser. However, Twitter must tread very carefully moving forward. As seen across social networks previously, numerous dramatic alterations could alter the service that is admired by so many, and leave its users in limbo.

9/11/2014 10:06:10 AM

Is your site Pigeon-proof?

Google's Pigeon update

In July, Google pushed out its latest search algorithm update, affectionately nicknamed, ‘Pigeon’. The update offers several significant changes to local search queries, with Google hoping the update will now allow local search to match the success of organic search’s optimised ranking signals. These changes have sparked intense discussion online, and many local businesses are now attempting to patch up any glaringly obvious cracks in their SEO strategy in order to keep their SERPs positioning safe.

Has Pigeon had any effect on search rankings so far?

In terms of the immediate effects of the algorithm update, early reports indicate that specific local search queries and individual sectors have been impacted the most by the update, both positively and negatively. Data provided by BrightEdge, from June to August shows a positive change for queries related to:

  • Hospitality - saw a 28 per cent growth in ‘Google Places’ results
  • Food - saw a 19 per cent growth in ‘Google Places’ results
  • Education - saw a 13 per cent growth in ‘Google Places’ results

Whilst the latest local update has addressed previous algorithm issues for some users, many businesses have also suffered fresh or repeated loss from the introduction of Pigeon. The following queries have suffered negatively:

  • Jobs - saw a 68 per cent decline in ‘Google Places’ results
  • Property - saw a 63 per cent decline in ‘Google Places’ results
  • Films - saw a 36 per cent decline in ‘Google Places’ results
  • Insurance - saw a 11 per cent decline in ‘Google Places’ results

Will the positioning changes seen so far be conclusive? It is highly unlikely. Those that have previously gained or suffered from Google’s sporadic algorithm updates will be aware that the effects are often short lived, as another update will come along soon enough, but they can potentially cripple your search positioning and SEO strategy for an extended period. It is also worth noting that reports suggest that Google is currently testing up-to three different carnations of Pigeon for further use.

However, perhaps the biggest adjustment to SERPs seen so far is the update’s facelift to Google’s local ‘7-pack’ group.  The ‘7-pack’ is the name coined for the grouped listings you are presented with when you search for a local business or organisation. Google integrates its own Maps data and rich snippets to present you with a group of subjects that should be the most important or relevant to you.  Many users have reported changes to this section, with others users no longer being able to view the listings when conducting a local search. For those users that can still see the pack when searching, it is believed that Google is now tightly focusing on local businesses and organisations within the user’s immediate area – offering those nearby a significant ranking boost.

At time of writing, these changes are only being seen across Google’s US site. If you are browsing from outside of the US, then you may not see any of the aforementioned changes. It may simply be a matter of, when or if, the algorithm update is pushed out to different regions. When this occurs, you may witness a fluctuation in rankings.

What can I do to ensure I won’t be negatively affected by the update?

Whilst Google continue to A/B test their latest algorithm, it will be incredibly beneficial for you to keep a clear and intuitive mind. In the short term, continue to focus your efforts on the assured and proven methods of local search that you’re used to carrying out. Ensure your basic, yet incredibly important, SEO techniques are current and functioning correctly. Ideally, you will have already completed this checklist, but if you have not, you must:

  • Ensure you’re signed up to Google My Business, with a strong, detailed profile that matches your businesses current branding.
  • Register for inclusion in major and local online directories. These are now being viewed as an important ranking signal for local businesses.
  • Maintain your online presence in order to increase the likelihood of inclusion in Google’s continually-updated search carousel.
  • If you are a local SMB: publish regular, fresh hyper-local content that appeals to your existing and prospective customers and promote it via your social media channels.
  • Utilise traditional on-page SEO tactics, such as keyword analysis and organic link-building.
  • Continue to engage with your followers via your existing social media platforms. 

In terms of wider administration, you should:

  • Continue to monitor the situation online. The update is still considered to be relatively new by those following its path. Therefore, many incremental changes could be made before the next significant update is pushed out to users.
  • As this update appears to factor online directories into rankings, it is more important than ever before to ensure you have consistent citations online. To test which directories are currently bumping you up the SERPs, search for your business using your most successful search terms and assess your positioning accordingly. If you are yet to include your business in online directories, then be aware that as there are many different sites, it can often be a time consuming, but ultimately rewarding, process. Not every single online directory will provide your business with a rankings boost, so use data to influence any decisions you make.
  • Amend your current keywords if your local reach has decreased since the update was released. You should continue to publish content with less competitive keywords in the meantime if you have seen significant negative changes.
  • Aim to steadily increase your online authority. This has been made a little harder with Google’s decision to remove authorship from SERPs. However, you can continue to publish quality content and increase traffic in many different ways. You can only see results by continuing to play ‘the game’.
  • It seems that a significant number of spam links have received a positioning boost by the update. If you come across these links when browsing the SERPs, you should report them to Google immediately. Don’t be tempted to mirror the techniques used by those currently publishing spam in order to receive a rankings boost.

The nature of search ensures that it will always be difficult to answer the golden question of ‘What should the business owner do in order to remain safe from the negative effects of an algorithm update?’ with certified assurance. However, in order to alleviate stress and concern, simply continue to deploy your current strategy and tactics. A strong, end-to-end local SEO campaign that hasn’t cut corners, attempted to obtain benefits from illegitimate sources or focus on one area over the other will always be the correct and profitable way in which to succeed online. By doing this, you can rest assured that your methods and intentions are reasoned and secure and that each algorithm update will ultimately bring change, but your foundations will ensure you don’t succumb to its negative effects.

9/5/2014 2:20:14 PM

Technology is transforming the customer experience

Social Wi-Fi

The combination of mobile devices and location-based services can be compellingly effective, yet very few businesses are taking full advantage of the services available. With advancements in Bluetooth, GPS and Wi-Fi technologies and the UK’s mobile networks swiftly adopting and developing their 4G connections, business owners are now able to instinctively reach out to their customers at the most appropriate moment to help boost engagement and drive conversions.

For over a decade, online retailers have had the advantage of gathering insightful data about their customers; the journey the user takes before making their purchase, the pages that aren’t working as effectively in enticing customers to purchase products and which online promotions or campaigns receive the most clicks from users. These are some of the most common metrics that can be tracked and measured in order to gain insight into the user customer’s online journey. Armed with such powerful data, online businesses have been able to optimise their sites, increase customer engagement and monitor acquisition, leaving their offline counterparts with few similar options.

With these advancements in technology, bricks-and-mortar stores are finally capable of gathering equivalent data that allows them to build confident and assured profiles of their customers and their specific needs. For instance, by adopting one of the many in-store devices, you could carry out live in-store A/B testing that could assess the benefits of a particular campaign or product by examining fluctuations in foot traffic and sales. You could also activate unique social media-led promotional campaigns to passers-by, increasing your online and offline presence with one simple technique. On a behind-the-scenes level, you could use these devices to evaluate fluctuations in foot traffic and sales, allowing you to manage your time and staff effectively. These examples are just the tip of the iceberg for this new functionality.

What is social Wi-Fi?

Social Wi-Fi is accessible wireless Internet for those visiting a store or attraction within a public space. Rather than entering a pre-arranged password, the user is asked to simply ‘like’ the venue’s associated Facebook page or tweet about their current location in order to gain access to the communal Wi-Fi. The service requires no additional steps or lengthy sign-up sessions.

Once the user has connected to the service, the business owner will obtain non-intrusive data from the user, allowing the owner to understand who is visiting and using the service, how long they are in store for, their age, gender and any other relevant information that they offer across their social networks. The user is provided with a detailed log that informs them of the data collection, which they will either agree or disagree to before using the service.

Research suggests that stores providing in-store social Wi-Fi have seen a significant increase in customer engagement since implementing the service. A study carried out by social Wi-Fi company, Purple Wi-Fi covered over 2,500 consumers and discovered that 75% of those involved admit that they are more likely to stay in a location for a longer period of time if it offers free Wi-Fi, and 63% of those asked are more likely to increase their average spend in a venue that offers public Wi-Fi.

What are the benefits of social Wi-Fi?

Sharing personalised offers: With social Wi-Fi, you can directly push notifications out to your in-store customers, allowing them to take advantage of tailored promotions.

Generating a dedicated mailing list: By gaining access to your customer’s email addresses, you can effectively build a strong mailing list for newsletters and campaigns without adding time on to the customer’s experience.

Providing mobile payment facilities: With the rise of e-commerce, you can combine the online and in-store customer experience by allowing mobile payments to be carried out in-store.

Tracking costumer behaviour: Upon gaining access to the service, you will be able to evaluate popular elements and areas within your venue with customer location tracking.

Removing customer inconvenience: The service should provide unobtrusive access to your network, without the need for customers to be inconvenienced by engaging with time consuming sign-up procedures.

Is there anything else I should know?

In order to truly maximise the success of social Wi-Fi, you should make sure you complete a few simple steps during its inception:

  • Ensure your in-store social Wi-Fi access is free for your customers.
  • Make your customers aware of the service – don’t leave it to chance or keep it hidden away.
  • Optimise the network, ensuring it is fast and simple for customers to gain access.
  • Encourage engagement with your customer’s via the different social networks.
  • Create a unified landing page that is displayed upon connection. This allows for a complete experience for the customer, keeping the business at the fore throughout their journey.
  • Make sure the network is safe and secure for the user. Most importantly, the log-in process must be secure.
  • There are various pieces of legislation that you should be aware of before setting up any public Wi-Fi service. It is important that you aware of the different rules and regulations before engaging with the service.  

Alternatively, beacon technology works in a very similar way to social Wi-Fi. However, the service uses low-energy Bluetooth technology to communicate with customers’ phones or tablets, rather than creating an active network connection.

What is beacon technology?

Beacons are small, low-cost devices that use battery-friendly, low-energy Bluetooth connections to transmit messages or notifications directly to a user’s smartphone or tablet. The devices are in their infancy at the present moment, but they have been tipped to transform the way in which businesses engage with their customers. At time of writing, the majority of businesses incorporating beacons into their existing setups are those within the retail and sales sector. Stores are using the devices in order to communicate with their customers by providing product information, tailored promotions and to help speed up the checkout process with contactless payments – a feature many are currently deploying.

Apple is currently toying with beacon technology, with the creation of their iBeacon device. The service is expected to create a unique way of pushing location-based information and services to iPhones and other iOS devices in the immediate future. The iBeacon is also expected to play a significant part in Apple's e-commerce and mobile payment efforts in the coming months. Apple has been trialling the service in a number of its retail stores across the globe, with full implementation expected to launch soon.

The service is comparable in many ways to the existing NFC (Near field communication) technology that many global businesses are offering. Both NFC and beacons allow brands to connect with their customers instantly, but both services have different methods of pushing out content to the consumer. NFC users have to tap their device or card onto a dedicated NFC chip in order to receive content. However, beacons push content straight to mobile devices, providing they have the brand’s native application installed on their device.

What are the benefits of beacon technology?

Recognising, rewarding and understanding your customers: Beacons can help you gain a fuller picture of your customers, allowing you to cater to their needs more effectively.

Increasing brand loyalty: The customer will have to download your native application in order to access the beacon’s content. Therefore, the customer is always connected to you.

Tracking the customer journey: The beacon can help you track how many times an individual enters your venue, the areas they choose to visit the most and the promotions or campaigns they engage with. The technology also has the potential to make staff aware when valued customers have entered the building.

Tracking staff efficiency: As the business owner, you can monitor your staff’s progress and engagement with your customers, allowing you to improve or excel at certain elements of your business strategy.

Task delegation: Beacons could also push tasks through to members of staff, alerting them to visit priority areas or assisting with a procedure.

Is there anything else I should know?

As referenced to earlier in this blog post, beacon technology is very much in its infancy. The service has received the backing of some of the world’s biggest organisations; however, it has yet to be pushed out globally. Therefore, choosing to adopt this technology so early in its lifespan could prove costly if you aren’t fully aware of the device’s ecosystem and limitations.

By creating a connected and personalised in-store experience, backed by emerging technologies, business owners can provide their customers with a unified experience, whilst leveraging crucial data that can help their brand reach new heights from an engagement, conversions and experiential perspective. Whilst the introduction of beacon technology poses various challenges for business owners, it offers a potentially beneficial and relevant experience to customers. If one thing is for certain, social-backed Wi-Fi and low-energy Bluetooth technology are almost certainly poised to play a significant role in the amalgamation of the online and offline customer journey.