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SearchTHIS: Google Goes Wi-Fi

SearchTHIS: Google Goes Wi-Fi Kevin Ryan

Free wireless internet for everyone! Well, not exactly free per se, you might be asked to download an application or two that will help cover the costs of getting connected, but that shouldn’t really bother you. Wouldn’t it be great if you could get online no matter where you were? It seems the city that still has my heart is leading the charge, but there are a few complications

It all began when San Francisco Mayor Gavin Newsom asked the private sector for a little assistance in solving the city’s wireless problem. Having spent a bit of time in San Francisco, I would think the bigger problem might be the city’s open door policy for the most belligerent panhandlers the world has ever known, but I might be alone on that one.

Twenty-six companies submitted bids for offering wireless access to the city at large. Many of those bids have been made public. San Francisco may serve as a model for future wireless roll-outs all across this great nation, and while the leading contenders have yet to be disclosed, the “free” offers comprise the lion’s share of buzz.

There are far reaching implications for advertisers if a certain search giant wins.

Free your mind

Disclaimer: I am not a Google lobbyist by any means, but I like free stuff.

Google’s plan has clearly seen the most blogosphere chat activity due to the low or no cost plan. Most Wi-Fi providers seek to capitalize on the economic benefits of large scale distribution while Google will build the network and keep it (for the most part) free to users visiting or living in the city.

Another company, MetroFi has offered a plan to provide free access if the user agrees to keep a small advertiser window open during surf activity. I promise to look at every ad delivered to me while I frantically surf in the open air environment. Plan B for MetroFi is a $14.99 per month offering.

Adding up monthly connectivity costs for most is a desperate exercise in accounting. Let’s see, I pay about $30 per person at the office, another $50 at home, figure $100 for hotel internet access, and -- just for giggles -- mobile access points at airports and coffee shops runs me about $60 per month. Add all of this up and I have just one thing to say -- bring on the ads!

Free quid pro quos

The obvious benefit for big Wi-Fi providers is the cash flow. Google’s nearly free plan works on so many levels that it’s hard to imagine San Francisco going another direction. There are however, a few things to consider when reviewing any free Wi-Fi.

Competition is generally a very healthy thing in offering public services and there wouldn’t be much of that if one provider is selected. As in Google’s published request for information response, other providers may re-sell premium Wi-Fi services (this reeks of Telco monopoly) if Google is selected.

The Google free plan won’t represent the fastest connection, so premium services will be offered. Google will also have to offer equipment for sale to speed up connectivity for indoor users. Also, users will most likely be encouraged to download an application (this sounds like adware) along with their connectivity package.

If the combo-platter of Google's new pursuit of voice connection with Google Talk, the new bid to control the wireless pipe and the new Sun Microsystems partnership (with the mass distribution goal of spreading the Google toolbar) is any indication, Google is well on its way to dominating the connected world. Like it or not, they may well be the best qualified to move Wi-Fi forward in San Francisco or anywhere else.

Target the free

Wouldn’t it be great if you could target mobile surfers picking up free Wi-Fi with messaging designed specifically for them? Proximity-based targeting has been a dream for some time, and there is a bit of controversy surrounding the notion of launching those geo-seeking search ad missiles, but the possibilities cannot be ignored.

New proximity-based ads would notice when you are searching for a hotel, and let you know that the new swanky parie hiton is just three blocks away. Searching for a new wireless phone? Why not head over to the new prints/ noxtole store right across the street? Need a brown bean injection? Stop at the beanery, then starbeans, dittle’s coffee and then proceed immediately to the downtown clinic (only two blocks away) for some blood pressure medication.

Of course we will have to master local search dynamics first, but you can’t argue with the notion of giving a little free access in exchange for the occasional non-intrusive search advertisements.

Let freedom… never mind

Wireless access could help search advertising continue its growth spurt over the long term. It won’t be the big giant 2002 to 2003 double digit growth we saw, but it is yet another path forward that has yet to be explored. From the initial response, search advertising funded Wi-Fi looks far better than the alternatives.

This also might be a great way to kill two birds with one stone. The bizarrely successful Bumvertising initiative from Benjamin Rogovy, president and chief economist of Front Door Enterprises, who capitalized upon “enormous potential in wasted homeless labor” by paying vagrants to display banners while seeking their daily handout. Similarly, San Francisco’s vagrants can be offered payment for distributing software and tech flyers in public places in support on free Wi-Fi.

The new “Wi-Bums” can make sure we all have the right tools for free Wi-Fi and provide a real value to the community. San Francisco vagrants already have the highest moxie quotient of any that I have seen in America so there won’t be any concerns about distribution and awareness.

You can’t walk down the street in the City by the Bay without being hit up for some spare change. If San Francisco goes for the Google plan with the Ryan-forced awareness “Wi-Bum” rider, everyone will be searching and surfing wirelessly in a matter of days.

Everybody wins.

iMedia Search Editor Kevin Ryan’s current and former client roster reads like a “who’s who” in big brands; Rolex Watch, USA, State Farm Insurance, Farmers Insurance, Minolta Corporation, Samsung Electronics America, Toyota Motor Sales, USA, Panasonic Services, and the Hilton Hotels brands, to name a few. Ryan believes in sound guidance, creative thought, accountable actions and collaborative execution as applied to search, or any form of marketing. His principled approach and staunch commitment to the industry have made him one of the most sought after personalities in online marketing. Ryan volunteers his time with the Interactive Advertising Bureau, Search Engine Marketing Professional Organization, and several regional non-profit organizations.
Mr. Ryan is Managing Partner at
Kinetic Results.

Subway GIFs for #januANY campaign

GIFs are taking the internet by storm. They are the media type of choice for BuzzFeed and have nearly overtaken Tumblr altogether. And that's why Subway is brilliant for building a social campaign around these delightful animated images. These GIFs coupled with real-time "moment marketing" made for a fun and memorable experience.

During Subway's "#januANY" promotion, which ran throughout January of this year, customers could buy any foot-long sub for $5. Working with 360i and Giphy, Subway took this promotion to Twitter and crafted special animated GIFs as real-time responses to people who tweeted at the #januANY hashtag. Subway used Promoted Tweets to get its tweets seen by even more fans, and -- as I'm sure you can imagine -- the customized GIFs spread pretty quickly.

For example, GIFs like the below were sent to folks musing on Twitter, via the #JanuANY hashtag, about what to have for lunch. The replies, like "ANYthing you choose will be OUTTA THIS WORLD," were generic enough to have been developed well in advance, but still suited and appropriate for the reply. (See more examples in context here.)

"Surprise and delight" campaigns are some of my favorite. Yes, they generate buzz about the brand. But more importantly, they make customers feel special -- like they're getting something that not everyone else gets. That feeling is what drives loyalty, and it most certainly drives more word-of-mouth marketing.

Airbnb's first short film -- made completely of Vines

As a true social campaign, Airbnb embarked on putting together the first-ever short film using user-generated content created on Vine. The instructions for the creation of "Hollywood and Vines" were released to all of Airbnb's community in a shot-list on Twitter that anyone could film and submit. Airbnb gave away $100 in credit to any submission that was chosen for the film. Keep in mind, Vine videos are six seconds long, and the entire video wrapped at around four and a half minutes.

The film follows the journey of a single piece of paper, traveling the world as the story unfolds (pun intended). As Airbnb is entirely reliant on its users -- both hosts and guests -- this video is very on-brand and relays the perfect message of wanderlust.

The project received more than 750 submissions from around the world, and 100 Vines were used in the final short, which was released at Sundance this year. The video illustrated the powerful message of adventure and transformation and quickly went viral upon its release.

User-generated content has been and always will be one of my favorite types of "branded" content. It's authentic and relatable. With Airbnb being a "user-generated" company, it seems only fit that it would not only incorporate their users into this project, but also make them the primary focus.

A.1. "Unfriends" Steak on Facebook

When I think of A.1., I automatically think "steak sauce." In an effort to shift that singular association and position A.1. sauce as being the perfect complement for many foods, the brand launched a creative campaign to decouple the sauce from its long-term partner. Part of this campaign was a funny video that was released on Facebook to help drive awareness and buzz around this new persona.

In the video, A.1. is initially "in a relationship" with Steak on Facebook when, all of a sudden, it starts getting friend requests from other foods: Pork, Salmon, even Lobster!

As another social component of the campaign, A.1. also launched a Pinterest page complete with boards containing a variety of foods -- not just steak.

Often times, it's difficult to rebrand a product that's been used one way for many years. Using wit and humor on social media to reveal this new brand messaging was a great way to get customers on board. The Pinterest page, featuring easily accessible recipes, helps open customers' minds to using A.1. with other foods.

As social media continues to evolve, I'm looking forward to even more innovative, customer-focused campaigns this year. Don't forget -- add your favorites in the comments!

Lauren Friedman head of global social business enablement at Adobe.

On Twitter? Follow iMedia Connection at @iMediaTweet.

Kevin Ryan founded the strategic consulting firm Motivity Marketing in April 2007. Ryan is known throughout the world as an interactive marketing thought leader, particularly in the search marketing arena. Today's Motivity is a group of...

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