Wednesday, November 25, 2015

Pinterest Introduces Its New Visual Search Tool



I know how much I seem to talk about innovation and doing things a little better and a little bit differently as a basis for differentiation, but only every now and then do we get industry initiatives that meet the challenge of meaningful differentiation.

Two Key Criteria


From a previous post you may remember we set up two key criteria for meaningful differentiation that would in any case have the potential to add significant value to your brand.

They were:


1. A difference that related to an unmet need
2. The ability to sustain that feature over time.

Visual Search Tool


So with that as the background let’s see how Pinterest’s new feature stacks up.
Consider that as you’re looking through your favourite images you may often see something that you think:  “yes that’s exactly what I need”. But what is it called. You know it as one thing and yet its common name is something else under which it will be listed. A scenario that may lead to some frustration as you search in vain to find it.

Well, now with this new identification tool Pinterest have provided a means of locating things that you are not sure how to name and properly classify.

Simply when you spot something in a picture that you are interested in, simply click the search tool in the corner. Then highlight that portion of the image that you are interested in and Pinterest will automatically find the types of products that this highlighted section represents. Pinterest even allow you to further drill down in terms of filtering the search results by topic to more accurately focus in on the specific area you are interested in.

In this example provided by Pinterest by honing in on the lamp we find that what it’s called (“Antiqued Metal Funnel Pendant”), and from a commercial perspective, even more importantly where the lamp can be purchased.  

Within the same picture if you want to learn about other objects within the same image, all you need to do is just move the selected section around and reformat it to the size and shape of the next item you are interested in to obtain the same information.

Mobile and desk top functionality

Thank fully this exciting new tool is completely compatible to both mobile devices and non-mobile devices and promises to now to deliver greater value to people searching the net. 

Further Information

To learn more about all things digital and social media sign up now for a one day course and book at:

So until next time, good luck and good marketing.

Friday, November 13, 2015

Pinterest Buyable Pins Expand To Android

 Android's Turn

Earlier this year we discussed that Pinterest had introduced Buyable Pins in the USA for apple based hardware such as iPhones and iPads and from that initial introductory phase, Pinterest have recently announced from earlier this month that they are now expanding the use of Buyable pins in the US market to Android as well.

Incredibly Pinterest have reported that there are already over sixty million available buyable Pins that platform users can buy from and do so whilst still staying on the Pinterest platform.

How to buy on Pinterest

1. Any product: that displays the blue price button will allow you to buy that product online.
2. Simple process: After deciding to purchase a particular item simply click the 'Buy It' button to  complete the transaction in a few short steps. As well it is good to know that Pinterest have told the market that they will save your information and therefore you will not be required to refill the same information time and time again.
3. Secure Purchases: Naturally online security remains a high priority for this and all other e-commerce sites globally so it is no surprise that the Pinterest transaction is protected ensuring your details will not fall into the wrong hands. Additionally each seller that applies for the blue button will be individually reviewed to ensure their credibility and integrity.

Welcome to the Pinterest Shop

In another related announcement, users and buyers will be able to access the best range of brands selling on Pinterest  at the all new: Pinterst Shop. The listings will be constantly updated and showcase the best in quality, range and value that are selected by Pinterest themselves. 

World renowned brands such as Nordstrom and Bloomingdale's are just the tip of the proverbial iceberg.  The Pinterest Shop will be phased in fully in the next few weeks and you will be able to locate it when available simply clicking the Explore icon then click Shop.

Global Roll Out

Again there has been no official announcement as to when these exciting new features will be made available beyond the US but if the initial success within the US is any guide, non US markets will not have long to wait.

Further Study

To learn more about all things digital and social media sign up now for a one day course and book at:

So until next time, good luck and good marketing.

Friday, November 6, 2015

The Biggest Mistake to Avoid With Social Media

Top Ten Lists

There is no shortage of top ten lists of biggest mistakes you can make on social or digital media going around and certainly the list of often seen faux pas. Amongst  these are many of the usual suspects we see so often including:
  • Providing content that is irrelevant to your target market
  • Using social media channels purely to sell their product
  • Not taking accountability for any mistakes they make
  • Inconsistent scheduling of content
  • Not listening to and responding to the market in an appropriate and timely manner, etc.
However one of the most important if not the most important is rarely if ever mentioned.

Social Media Buttons

 Without doubt one of the worst mistakes you can make in your social media marketing network involves the use of social media marketing buttons which typically you will find on many websites in the top right hand corner of the site. Importantly these are the buttons that take you to that platform and should not be confused with Share, Follow or Like Buttons which are very important and useful to drive engagement on our websites and social media sites.

Now to fully understand the folly of this move we need to talk about the strategy of what social media is trying to do.

Drive Traffic To A Central Hub

Regardless of what social media platform we are talking about, the key function they all perform that is common to all is to engage the audience as a precursor to driving traffic from that social media outpost to your digital hub which for most businesses will be your website or in some cases a corporate blog where you will try to commercialise the interest generated through the earlier interactions.

Now if you agree with this you will understand the error of placing these buttons in so prominent a place that people will instantly see them and potentially click on these buttons and be taken away from the site to a less important social media outpost.

Recently while doing a coaching session with a client through the Digital Enterprise Program (DEP) I came across this exact situation and immediately telephoned the web designer to ask why he had done this. His response was simply: " that's what everybody else does."

Below The Fold 

Certainly you can make a strong case for not having these buttons at all on your website, but if you believe that for strategic reasons the value outweighs the risks, then at very least place it at the bottom of the page which for most websites will be well below the fold, which is everything that can be seen on the screen without the use of scroll bars. In this way the website visitor will at least get a chance to see and respond to the main features on the page that should help to achieve you landing page objectives and hopefully minimise your bounce rate to boot.

Further Study
To learn more about all things digital and social media sign up now for a one day course and book at:

So until next time, good luck and good marketing.

Further Study

To learn more about Google's algorithm and all things digital and social media sign up now for a one day course and book at:

So until next time, good luck and good marketing.
Daniele. - See more at:

Saturday, October 31, 2015

Google Introduces Rank Brain Element To Search Engine Algorithm

Two Hundred Factors

For a long time now it has been widely known and understood that Google uses an algorithm called: 'Page Rank' that uses over 200 elements that help Google determine the comparative value of any given webpage against other webpages and by inference, its' legitimate organic ranking position within the Google search engine.

Speculative Value For Each Element

Although the actual elements are  fairly well known Google has continued to be very evasive and non committal about what the value of each element is in the bigger scheme of the overall Humingbird algorithm, probably because of their concern that someone may eventually find a way to fully understand and potentially manipulate the ranking for certain sites.


Now against this background of secrecy and cloak and dagger, Google has revealed in recent days the arrival of its new RankBrain which is an Artificial Intelligence which now contributes around  a staggering 15% of the overall ranking search result. This means the RankBrain is the third most important of all the two hundred plus elements and the most important of the ones we know about as Google still refuse to confirm which two factors rank above it.

Better Outcomes Against Humans

In a recent interview done with Bloomberg, Google senior research scientist Greg Corrado said that:
"Google search engineers, who spend their days crafting the algorithms that underpin the search software, were asked to eyeball some pages and guess which they thought Google’s search engine technology would rank on top. While the humans guessed correctly 70 percent of the time, RankBrain had an 80 percent success rate.”

 Key Takeout

As Google continues to evolve its ever increasing level of sophistication  with its algorithm and ranking processes, the key take out is simply that all website owners and managers need to have a singular view to not only meet the various know requirements Google insist on but perhaps more importantly ensure first and foremost that the webpage be it a website, blog or business page consistently provides genuine value and quality content that will be appreciated and used by the target audience.

Further Study

To learn more about Google's algorithm and all things digital and social media sign up now for a one day course and book at:

So until next time, good luck and good marketing.

Wednesday, October 21, 2015

The Rise And Rise Of Wikis

A Quick Way To Influence

The word wiki is a Hawaiian word that means ‘quick’. However in its more common usage the word wiki typically defined as a website or database developed in a collaborative way by a community of users, professionals or general enthusiasts on any general or specific topic, where any or all of the users are able to add and edit content within the database.
Over the last twenty to thirty years we have seen the development and growth of some of the most impressive and powerful of the wikis.   This last week has seen the twenty fifth anniversary of the launch of one of the world’s great wikis in IMDB i.e. The Internet Movie Data Base.

Perhaps as you read this post you can remember twenty years ago when you were buying your home computer you would always ask for a copy of Cinemania thrown in. Well these days of course there is no longer a Cinemania option and what you’ll find is that in the same way Wikipedia (the world’s biggest and best known wiki) put Encarta out of business by the end of 2009.

Cloud Based

The reason for the inevitable demise of these other, formally highly sought after products is simple. When you bought the product you would get a CD or DVD that would from the moment of its release, start to become more and more out of date.  Whereas these remarkable wikis being cloud based are able to be update and refined perpetually and on an ongoing basis, ensuring that the users are always being provided with the most important, relevant and timely information available on that topic and not something that is up to a year out of date.

Editorial Standards

Over time there has also been a pleasing and steady improvement over time that has also been seen in regards to the editorial standards of wikis as well that for me was highlighted by the recent announcement that Wikipedia is now though to be as accurate in its content accuracy as The doyen of encyclopaedia, The Encyclopaedia Britannica. This progressive development has then meant that not only is the information updated and more relevant than other more traditional options but now with a comparable level of accuracy and therefore reliability.

Commercial Applications

The commercial applications for a wiki have only really began to be explored and what is clear is that over time, such a data base can become a key focal point for a specific market or sub market and can have the power to attract, educate and ultimately influence in a positive way thousands and perhaps even millions of target audience members that require some remedy related to your businesses’ are of expertise and focus.

 To learn more about Wikis or any other aspect of social media please join me in any of the upcoming VECCI business courses with a full listing at:
So until next time we meet, good luck and good marketing.

Wednesday, October 14, 2015

Competitior Research Using Social Media

The Need For Market Research

By now most if not all businesses are very much aware of the need for robust, regular and relevant market research that an organisation routinely conducts against a competitive landscape to more fully understand the nature of the competition they face in the market place and how their business or brand stacks up against the key rivals they are competing against. This research naturally is a direct source of information for the SWOT analysis and is the key tool from which analysis and subsequent strategy is built and refined over time.


One of the very best tools available to all is the incredibly useful and free social media platform: NameChk found at (as pictured above). This great tool allow you place the business or brand name of any rival firm or product and it will immediately highlight all the key platforms with that name that are taken or available and by inference, not being used as a current marketing platform by the competitior.


Brand Specific 

This of course will allow you to save a lot of time and effort by helping you to identify and focus on the key channels that are currently being used to see how the rival is using each and what strategy if any exists the various platforms for them. In the example below for Road Scholars you can clearly see the platforms that are currently being used and those that are not making it a simple task to review current activity with the social media marketing realm.

Greater Insight

Ultimately this tool will allow you to gain a greater insight into a number of key elements including:
  • The likely target market the organisation or brand is primarily targeting
  • The core message that they are wanting to share with their target market
  • Ant secondary messages that are also being  pushed out to the market
  • Target audience reactions to content and initiatives by way of comments  
  • Other forms of customer engagement such as: Follows, Likes and Shares
  • Range of products and services being sold
  • Where relevant price points for key product lines, etc. 
    These research findings in many cases may prove to be quite revealing and contrary to what you believed to be the case as a result of shifting positioning and strategy by the rival or perhaps incomplete or flawed earlier research by your business.
To learn more about or any other aspect of social media please join me in any of the upcoming VECCI business courses with a full listing at:

So until next time, good luck and good marketing.

Thursday, October 8, 2015

Ribbonlee: A Classic Case Of Clever Differentiation

Classic Differentiation

Enter: Ribbonlee. Recently during my travels as a consultant with The Digital Enterprise Program I was fortunate enough to come across Jenny McFarlane who is the Founder and Managing Director of Ribbonlee. Ribbonlee is a young business that has certainly me the two criteria mentioned above and as a result has produced a simple yet elegant example of products can be effectively differentiated to great effect.

An Old Favorite

In her case Jenny has taken a much used and loved item namely ribbon and understanding the need to be able to personalise the message on ribbons has used a practical methodology which allows her to write key messages on the ribbon.

 Commercial Applications

The example below of the Passat dealer that uses Jenny's product to personalise the sale for their customers is a great example of adding some wow factor that again allows him to stand out amongst their competitors as well.

 Contact Details

To see more of Jenny's wonderful range of product ideas and applications you can visit her Facebook Page on:;postID=5511776103478508315

Or you can contact her directly on:  0404 773 559 or email on: to inquire about how Jenny can add some additional wow factor to your brand or event.

So until next time, good marketing and good luck.