By Peter Wood, The Wall, 6 December 2011

I was recently asked about the effects of social media and public outrage. Specifically, the question was around Jeremy Clarkson and his ‘oh so controversial’ comments on the BEEB last week. You know, the comments that were definitely nothing to do with shifting copies of a Christmas DVD.

Anyway, let’s paint the picture of how the average outrage works in social media.

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By Peter Wood, posted on The Wall 14 November, 2011

Blogger outreach is an interesting concept that in theory should work but often doesn’t. The idea is that brands approach bloggers and ask them to write about their products, services or initiatives. In an ideal world, this should be un-incentivised. The reality might be different, but the idea is that the opinion of a blogger, a web promoted authority on a subject, will be worth more than the opinion of a journalist or a glitzy write up on the company website.

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By Peter Wood, The Wall, November 4th, 2011

LinkedIn have been bevering away over the past few months making subtle improvements to their channel. The two stand out innovations are the ‘Ads by LinkedIn Members’ and the company status update.

One of the most pressing conundrums in B2B social marketing is working out ways to seed the content you’re creating into places where people are genuinely interested and grateful to receive it. Creating the content with the right company isn’t a problem; trying to share it in an organic way without spamming however, is time consuming and very manual.

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By Gareth Owen, Search Engine Watch,  October 26th, 2011

I am not usually one for a conspiracy theory, unless it’s contained within a decent yarn like the Da Vinci code… but over the last year in particular, I am becoming increasingly convinced that Google wants rid of natural search results – to the point where I would really like them to make a statement of some kind and put people out of their misery.

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By Peter Wood, The Wall, 2 November, 2011

Manchester United have struck a deal with Sapient Nitro to become their global digital agency and as part of that deal, word has it they’re going to create a social media platform that will allow the club to engage directly with their online fan base of nearly 660million.

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Steak’s Social Media guru Peter Wood delves into the world of premiership footballers to examine how effectively players and clubs are harnessing the power of social media to engage with their loyal fans, and who could be doing more.

Peter’s findings, published in this week’s The Drum, explore the growing online communities passionately commenting and blogging about football.  As Arsenal’s Head of Marketing Charles Allen put it, ‘We recognise we can’t accommodate all our Arsenal fans inside Emirates Stadium, but via social media we can give them a taste of Arsenal wherever they are in the world.’

You can read the full article here.

Leon Wong, Paid Search Strategist, Steak

We know what you’re thinking: How can I spend more time on social networks?  Surely that question was buzzing around the Googleplex this year, as the internet monolith prepped for its fourth foray into social networking. The result was something – regardless of Google+ success – that will forever up the bar in social networking tools (a la Circles, Hangouts and Sparks) – and more importantly, monetize social data.

With more than 10 million users in its first two weeks, and  more than 20 million in its first three, Google+ may accumulate over 3 percent of Facebook’s 750 million users in its first month by the end of July. Sure, one month is a blip when testing massive roll outs like a social network, but it’s a sign that – after many tries – Google may finally have its star in social.

As search marketers, we often need to figure out consumer’s intentions (don’t ask us about the guy on the corner though).  Now we’re taking our lens to Google’s to determine its intentions with its social arm, its implications on the public – and of course, on search.

Here to shed light on Google+ is Steak’s paid search strategist Leon Wong. With three years of search marketing experience with Fortune 500 clients, Wong shares his thoughts after touring what could reinvent online sharing, if not social networking altogether.

Google...plus you.

What’s in a Name?

As confusing as Google Plus sounds, the idea is quite simple. The search giant’s latest effort to integrate social media with search may be the next big thing – or perhaps, a revisit. Google Buzz, the predecessor of Google Plus, launched in February only to halt over complaints of security concerns and information leaks.  Since then, the buzz around Google’s social media was crickets – until now.

The new and improved social media integration will attempt to dazzle you with a bunch of features, such as the Circles, Instant Upload, Hangout, Huddle and Sparks.  At launch date, this buzz made me want to play in the sandbox with the rest of the exclusive invitees. Now, that elusive “invite” is more common than Lindsay Lohan mug shots.  Google+ is stretching its legs.

Let’s face it: Google has hundreds of millions of users, the vast majority of whom trust the company. Some may believe if they can’t find something on Google, it probably doesn’t exist.  It’s a wonder, though, how the search king with over $30 billion in annual revenue and 28,000 employees worldwide found itself chasing the coattails of Facebook.

But here we are. Google knows that it must fill the void of marrying people with data: something that if they don’t fill, someone else will — and win the Web, admitted Google insiders.

People love Gmail; they love YouTube; they love search. And now with Circles, Google has fixed something that Facebook unwittingly failed to do. Instead of mashing all your contacts into a single feed, you can now organize your contacts into a hierarchy.  It allows you to “follow” people, not necessarily request them (like Twitter meets the anti-Facebook), so anyone can be in your circles — family, friends, coworkers, hobby groups, even celebrities. You can create a circle of those you don’t know, but want to follow.

The buzz is there, the ‘wow’ factor is there. But the next big question is why now?

Google Plus Features: Circles, Hangouts, Instant Upload, Sparks, Huddle

Data=Dollars

Up till now Google has been an algorithmic company. But they have come to realize – after many failures – that consumer behavior is inherently irrational and can not be anticipated through pure metrics.  At its core this is a data play in that Google wants to understand consumers’ behavior in the here and now, but it also may answer how to monetize social.

If Google can marry its massive search data with its equally massive display data alongside topics that you and your friends like – nicely self-organized by interest – Google can learn your interests based on what your friends have (or want to have), and start presenting hyper- targeted ads against that.

For example, Google knows that I have searched for fly fishing equipment, have viewed fly fishing videos on YouTube, and clicked on display ads related to fly fishing.  That’s the old Google.

The new Google now knows that I have a group of friends that I “circled” as Fly Fishing Buddies.  They saw a “spark” related to fly fishing, and they can now mine my posts about fly fishing.  They can now serve me relevant ads across the web (through their display network and beyond) that are related to fly fishing, providing me specific brands that my friends already purchased, or specific locations where I’ve expressed a desire to fish, etc.

Google has the advertising inventory that Facebook doesn’t have.  Google also has years’ worth of prior search and display data that the recent Facebook-Microsoft Bing alliance doesn’t have.  If Google can convince people that aggregating all this data is not a privacy problem, it could deliver something special.  This is search targeting + contextual targeting + audience targeting + social network targeting.  Viola, instant monetization of social!

Show Them the (Ad) Money

Google+ Sparks, a personal-interest stream feature

Well, I’m sure all the advertisers are curious as to how Google+ will impact search, particularly paid search. While taking the tour, I couldn’t help but notice the Sparks feature. Initially, I thought it was a place for people to meet. However after a few clicks through, I soon realized that it’s actually a search bar, which allows you to look up items of your interest. Google’s algorithm will automatically sort and group articles that it predicts your likes into a drop down menu, and allow you to bookmark your interests.

Having the ability to create a personal space where you could indulge at leisure is very attractive. The bottom line is if there is a place to implement sponsored ads, I will not be surprised to see a few banner or text ads around that area.

The ad value is amplified when you start sharing your articles and bookmarked searches with a specific person, circle, group of circles or the general public that you might find the articles intriguing as well.  Though I can hear the news organizations grumbling already…

More Toys

What about Hangouts, Instant Upload or Huddle?  If these features look familiar, they should: they’re derived from other platforms or social media sites like Facebook. Hangouts will let you virtually hangout with up to 10 contacts via Skype-like video chat, while Instant Upload allows you to upload pictures from your mobile phone “instantly” (duh!). Huddle is just simply a group chat with your friends (well, hello again, AOL chat rooms!).

All of this translates into one goal: to gather social behavior data. By building an integrated platform for you to manage your friends and interactions, Google can now collect information about you and how people interact with you. This type of data can only be harvested from an integrated social media platform – thus Google Plus!

World Domination?

Google+ Circles, a group contact organizer

So the development of Google Plus is not just another one of Google’s plans to take over the world, but rather to own another piece of real estate in the social media space. Creating another channel to collect data and serve relevant ads to a particular group or individual is more logical and the right path for it start breathing down Facebook’s neck, especially considering the cozy partnership Facebook has with Bing. (See Steak’s opinion on the Facebook-Bing partnership, 5/17/11)

After all, paid search is still Google’s bread and butter. It helps the search giant make more than $33 billion dollars in revenue per year. Features such as Circles, Hangout, and Sparks are just few examples of how Google plans to garner user data in this space. Whether Google is trying to steal the social media crown or just simply create a new channel to collect information, I know my Steak comrades and I will be dissecting its every move.  I sure am glad I found that dang invite.

Acquisition Bolsters Dentsu Network’s Offerings & Roster of Award-Winning Digital Marketing Firms

LONDON, June 2, 2011- Dentsu, the world’s #1 consolidated agency network and the world’s 5th largest marketing communications holding company*, announced today that it has acquired 100% of the share capital of Steak Group. Steak will operate under the supervision of Dentsu Network West, reporting to its London office.

Steak is a digital media company, with offices in London, New York and Melbourne. Its reputation for consumer engagement and delivering measurable results is reflected in its diverse client roster, which includes such innovative brands as Virgin Holidays, AXA, Swiftcover, Debenhams and Comparethemarket.com.

Steak currently has 94 employees and is led by Oliver Bishop, Co-founder and CEO, and Duncan Parry, Co-founder and Head of Paid Search. Seb Bishop is non-executive Chairman.

Steak was Interactive Media Awards Agency of the Year after only three years trading in 2008, and has since maintained top fifteen status in Marketing and New Media Age league tables for digital search agencies in the UK.

Jim Kelly, CEO of Dentsu Europe said, “I have followed Steak’s progress since it started in 2005, and admire enormously what Ollie and his partners have achieved. Digital media is a cornerstone of Dentsu Network West’s growth strategy. This acquisition is a great step in offering class leading digital solutions to our clients in Europe”.

Ollie Bishop said, “I’m excited about being part of Dentsu. They take digital seriously and want to be a leader in online marketing- and that’s exactly our ethos at Steak. It’s a perfect fit – we’ll continue to grow as Steak and as a major part of Dentsu in Europe. Everyone past and present at Steak Group’s companies in London, New York and Melbourne should be proud of what we’ve achieved in a short space of time – and look forward to an exciting future”.

The partnership enables Steak to both work with Dentsu’s European offices, and to offer to its clients Dentsu’s media expertise throughout Asia. Steak is currently exploring opportunities for its clients in South East Asia.

The acquisition also doubles Dentsu’s size in the UK (alongside Dentsu London and Dentsu Sports), and follows on Dentsu’s acquisition in January of the Düsseldorf based digital creative agency, Social Thinkers, further substantiating Dentsu’s commitment to digital growth and success in Europe. Jim Kelly will join the Steak board of directors along with Tim Andree, CEO of Dentsu Network West, and Executive Officer, Dentsu Inc. Seb Bishop will remain as non-executive Chairman.

Steak’s operations will continue to be run from its headquarters in Shorts Gardens, Covent Garden, London.

As part of the transaction, Beringea the private equity investor, which invested in Steak in 2007 will fully exit the business and Trevor Hope, Beringea’s Chief Investment officer will step down from Steak’s Board.

Dentsu was advised by Clarity Capital Partners and Steak by Green Square Partners.

About Dentsu Network West

Dentsu Network West is a dynamic, collaborative collective of Dentsu-owned companies in North America, Latin America, Europe and Australia, comprising 35 offices in 11 countries. Its operating companies include Dentsu-branded agencies as well as the industry’s most lauded names, such as ATTIK, 360i (on Advertising Age’s 2010 A-List), mcgarrybowen (Ad Age’s 2010 A-List, as well as their 2009 Agency of the Year), and Firstborn (on Advertising Age’s 2009 A-List). Dentsu Network West’s mission is to connect all of the future-obsessed, client-centric, entrepreneurial talent of the Network in service of its clients’ businesses. Dentsu Network West is headquartered in New York, with regional hubs in London and São Paulo.

About Steak Group

Steak Group comprises digital marketing services companies Steak UK, Steak US, Steak Australia and Minute Steak. Steak specialises in paid and natural search marketing (SEM and SEO), social media marketing, affiliate management, display advertising and digital design. Steak’s clients include Virgin Holidays, Debenhams, Swiftcover and Dixons Retail in the UK; Trump Hotels, Maxim and UStoreit in the US; and Betfair, Best Western and Thrifty in Australia. Minute Steak provides cost-effective search and social media services to smaller budget advertisers including fashion brands, online retailers and business service providers. Steak is a previous winner of the coveted Media Agency of the Year award at the Interactive Marketing and Advertising Awards, and has offices in London, New York and Melbourne.

Absolute Radio, Spotify, Visit England and kgb deals announced as launch partners, with more to follow.

On Monday, 28 March 2011, swiftcover.com launched its new six-figure social media campaign called ‘Roadology’, which aims to make everyday car journeys more exciting.

To mark its arrival, swiftcover.com is offering an all expenses paid, once in a life-time road trip for two along Route 66 for a lucky Absolute Radio listener who will bring the journey to life through the Roadology Facebook Blog. Content will also be supplied by Visit England, Spotify and kgb deals alongside many other hand-picked activities.

Using Facebook as the campaign hub and complemented with Google API map functionality, Twitter and specifically selected blogs, the Roadology Map is about enhancing road trips for UK motorists by suggesting exciting activities and interesting things to see whilst driving. On inputting a start and end point, the function will develop a route before plotting appropriate hidden gems and places of interest, tailored to individuals’ preferences.

Developed by swiftcover.com’s PR agency, Brazil, and its digital agency Steak, the insurer hopes to make journeys more interesting and fun for families, couples or individuals looking for new and different things to do and see along their potentially mundane journey.

Tina Shortle, marketing director at swiftcover.com commented: “We’re always looking to innovate and develop our offering not only for existing customers but for the wider motoring community. The Roadology campaign is extremely exciting for us and is further evidence of us pushing boundaries where we can by giving something useful back to disillusioned commuters who are looking for interesting things to do on boring car journeys.”

swiftcover.com’s PR agency, Brazil, and its digital agency Steak created Roadology and will manage the content and future development of the campaign. Both parties have set up a number of partnerships which will offer a wide range of content and functionality to further enhance the page over the coming months. 

Richard Watts, creative director at PR agency, Brazil commented: “We’ve been working with swiftcover.com for a number of years and it continues to be an exciting and innovative company. Third party relationships will enhance this offering making it a truly unique and engaging place to visit.”

Absolute Radio has partnered with the Roadology campaign to bring the Route 66 competition prize to life, driving traffic and entrants through the Facebook page. The lucky winner of this once in a life-time prize will generate content while on the trip by visiting exciting places along the route – reporting back regularly through the Roadology blog tab.

Kate Bath, head of digital display, at digital agency Steak, commented: “We have evolved swiftcover.com’s social strategy into a focused campaign that combines their core product with their target audience’s key passion points – that being travelling, journeys, music and recommendations. We believe this is a hub where consumers can go to experience new and exciting activities on the road. Coupled with this, is some great innovation in terms of technical builds and partner integration which has provided us with a solid platform on which to launch Roadology.”

swiftcover.com and Spotify have developed a bespoke Roadology Playlist  generator so that motorists can listen to their favourite songs and discover new tracks whilst they travel. Visitors to the Facebook page can enter an artist’s name to create a Spotify playlist of similar music that will last the expected time of the journey. Users with Spotify Premium can listen to the playlist through the Spotify app as they travel. Swiftcover.com is also giving ten lucky winners Spotify Premium accounts.

Regular competitions will also take shape on the page with £2,000 up for grabs in the first four weeks. Entrants need to simply upload their favourite picture of a special place in Great Britain to the competition page to stand a chance of winning.

Visit the Facebook page at www.facebook.com/roadology

The road to Barcelona sadly came to an end for The Raging Bulls 5 a side footy team last week, although they bowed out with their heads held high.  Since September our budding starlets have been competing in the Yahoo! Premier League agency tournament battling against other Search departments.  With the winners rewarded with a trip to Barcelona for two nights fun and tickets to watch Messi and Co. at the Nou Camp the tournament has been enjoyable with some hard fought battles, memorable goals and silky skills along the way.    

After squeezing into the semi-finals on the last day of the season with a last minute goal The Raging Bulls were unfortunately beaten 7-2 by tournament favourites OMD.  Despite going down to a heavy defeat to end their hopes of partying on Las Ramblas The Raging Bulls have had an entertaining first season with some memorable moments along the way… 

Highlights of the season:

• An unstoppable Ollie Bishop scoring 5 against MPG, knocking down their keeper and defender in the process of one goal.
• Dan McIntosh scoring the winning goal with almost the last kick off the game against Unique to send us through to the semi-finals.
• Mark Joseph and Gareth Owen combining for goal of the tournament against OMD (well that’s what we’re claiming anyway!)

 Well done to all those that took part.

Top L-R: Gareth Owen, Warren Dell, Mark Joseph, Robert Wilde, Ollie Bishop

Bottom L-R: Daniel McIntosh, James Robins, Jorge Anastasiu