A Special Google+ Interview - Bonus Episode - I Love Marketing With Joe Polish And Dean Jackson

Hello there, this is Joe Polish and I'm at my Piranha Marketing headquarters and we're going to have a very interesting discussion about something pretty much brand new, which is Google. And I'm going to talk to two guys that are very darn knowledgeable, very smart marketers, know a ton about technology and about the Internet. And this particular recording is for people that are involved in businesses, entrepreneurs and that love marketing because all of us have a background in direct response marketing. And I'm going to put this basically this conversation on ilovemarketing.com and also geniusnetwork.com and so I'm going to first ask Mike Klein, who are you, who is Mike Klein and what do you do? You have a website, techguys whogetmarketing.com but what do you do and what makes you an expert on Google?

Well, let me start with what do we do? We work to serve the online marketing space. We do a lot of online sales and marketing processes, we build a lot of online sales and marketing processes, we do a lot of optimization, we do a lot of data management of those processes behind the scenes. So we have our hands in kind of all the aspects of online marketing from the lead gen side. Stumbling over words here today.

I'll just throw one of my Tom shoes at you in case that might help.

I was wondering if those were.

Yes, they are.

So anyways, we've done a little bit with organic search and this kind of thing and I'd say why would you listen to me? Really just another tech head in the space that has spent a little bit of time with it trying to figure out what are they really trying to do with it and what impact does it have on people wanting to market online and, or just online presence.

Okay, cool. And Matt Silverstein, I mean who are you? What do you do?

I am Matt Silverstein. I'm chief research and development officer for pharmacy development services and we work with pharmacies to help them grow their businesses. But mainly I'm just an ordinary guy who's very passionate in emerging technology strategy and watching how businesses make their move into social spaces, new technology spaces and figure out and try to figure out how marketing technology is going to be a fit with these new moves and how businesses will be able to grow because of them.

Okay, cool. Now to give you some context of what's going on here, we just completed a two day mastermind group for people that pay $25,000 a year to participate in really high level masterminding. I think it kind of started with Just asking Matt talking about Google and Mike and Matt just started sharing all kinds of things with the group. And we literally probably spent over two hours in the two day period talking just about Google and what applications does it have? It's this, you know, 10 million followers within a. What period of time did they get to. 10 weeks, two weeks. Okay. And basically, you know, what is it? What do you do with it? You know, that sort of thing. So I kind of wanted to just have an open conversation about. For people that don't know what Google is, what's the layman's definition of it from both your perspectives?

Go ahead.

You guys don't need to be polite to each other. You can fight nobody.

No, we will do one of these. Okay. Well, a lot of people are looking at it as another Facebook or another social commenting engine or another social engine. And it has a lot of the same features in the sense that you have your groups of friends in Google, they're called circles. You have a stream essentially of what you've been doing, what's going on. You have the ones on Google which are pretty much just like Facebook likes. You can upload pictures, comment on other people's stuff. But there's a lot of differences at the same time. Google definitely didn't just create another social tool. They've created something that's much more than that. And I think that's probably some of the key things that we'll talk about here is what are those elements? Why is it different? And how will that have an impact on Facebook? How will it have an impact on Twitter, two of the other biggest competitors that it has for what it's doing? I would say more than anything, it's centered around collaboration and collaborating, bringing together the entire online user experience into one centralized location. Back at better terms, that's sort of it in a nutshell.

I like to look at this, at the move by Google, maybe even in part in response to things that Apple and Microsoft and Facebook are doing in the larger picture of a story that a fellow named Samir Balwani, who is an emerging technology strategist, he talks about how back in the days of the Wild west, there was probably Main street and the local store owner knew everybody's name. And that was the marketing. Hey, Joe, how you doing? I know exactly what you want today. And then the Industrial Revolution came where price and efficiency trumped personalization. And that was all great for a while, but people got tired of that. They grew mistrust of advertising and marketing and what they felt to be the Used car salesman and people that didn't really know who they were or what they actually wanted. And so what we've now emerged into because of technology, what that has enabled is some people called this the information age because information is at our fingertips. But really what it looks like is the recommendation age. And with recommendations, I can not only go out and find information that I want through a simple Google search, but more and more of that information is being recommended to me by smarter and smarter algorithms. And the move of face of Google Google into the social space is even taking recommendations to the next level. And that's recommendations by people in my own social circles, in my life, and people that influence me. So what we can look at this is an age of social discovery where we can find not only the content and the news and the entertainment that people that are important to us have already found and reviewed and also think are interesting, but we can also find businesses and other kinds of services that people that are like us have found valuable as well.

Okay, so how do you recommend people kind of get started just learning Google? I mean, who. Who is this for? I mean, I'm asking you very layman questions, but I also realize that a lot of people at the time we're actually recording this right now don't know what it is, haven't even seen it, and a whole bunch of people have. And a lot of people are getting invites and they don't. Well, what is this? Because those were some of the conversations today. So I'm going to ask sort of the same questions.

I want to pick up on what Matt had said there. Talking about the recommendations. It's important to note getting recommendations based upon what your social circle has also liked or recommended is saying that Google's primary search algorithms are going to be influenced by social data. So that's the really profound thing, I think, to take away from what Matt just said. And what was the term social discovery. Social discovery, I think, is a wonderful way to say it because you're discovering things through your social circles, which is more. It's a better reflection of the human experience. I meet Richard Branson through Joe Polish. That's the discovery process on how it happens. And just speak real quickly to organic results for anybody out there in the IM space that might be watching this. We did some tests with it last week, which was kind of the reason why I even am sitting here talking anything about it. And we saw that literally within minutes, like two minutes, two to three minutes, a blog post that was accidentally published early, and the Google Stream was already set up to immediately reshare things. It was indexed by Google's primary search algorithm and it appeared in the number one spot for, I think it was a four keyword term that was the title of the blog article. Now, it wasn't highly trafficked, but the fact that it was two minutes, that was like, whoa, whoa, whoa, whoa, what's going on here, guys? So we ran another test to say, well, how much of an impact can it have? So we looked at the external keyword tool, found some words that had some competition to them or, sorry, had some volume to them and a decent amount of competition. We said, okay, well let's get a blog article, very specific to try to get some natural organic rankings. And this is effective inside of one of our client's companies. And we had them reshare it amongst themselves and we had them all plus one it on the organic side. And within four hours for a set of keywords that had, I think it was 3 to 4 million results and good competition. I mean, there's plenty of ads being bought for it. It's for designer clothes. They were ranked number 12.

Wow.

And I mean the speed of that kind of is just. It gives us an idea of what we're going to see, what we're going to see in the future here when everybody's on this tool and we're using it regularly.

So explain that. Like, what does that mean? What are we going to see?

I'm just going right back to what Matt said earlier, is that the material we see is going to be far more tailored to us based upon who we're hanging out with and what the people around us also find and see. And it's, you know, it's the social discovery experience instead of going basically trying to sort through all the world's information and starting from, hey, scratch. Starting from scratch. I don't know who you are. Oh, well, I also know what circles you run in and the kind of people and what they like. And if you like them a lot and you're talking with them a lot, well, the things that they're interested in or they're recommending are probably going to be what you would like to see too. So we're going to cater that. It becomes very fuzzy in sense of like the experience. It becomes very human in a lot of ways.

It's really the heart of why Google is called Google. And when you look on this, on the top navigation bar, your name is followed by a plus sign. And the change here is from this blanket bland surfing of The Internet experience to you, where you using Google is an enhanced experience, you are at the center of your Internet experience. Everything is more tailored to you. So you'll see more of the things that are relevant to you in your lives and less of the stuff spamvertising and search results that have nothing to do with what you were really looking for. Things that were less likely to be of interest to you.

So going back to my question of like, well, how does someone get started with it? Why should they get started with it? I'm going to make the assumption that a lot of people listening to this don't have any idea what the heck this is. Right? And so if there's an entrepreneur or a business owner out there or someone that has a blog or a website or uses Gmail or uses Outlook or uses Backmail or whatever, maybe the question is, well, why should I pay attention to this? I use Twitter. I don't use Twitter. I'm on Facebook. I hate Facebook. I mean, what is this thing Google mean to them?

Well, make no mistake, this is only week two. So we're dating this interview now, which is fine. This is absolutely the wild west of Google. There's going to be a day when we look back at this and say, hey, do you remember when Google just came out?

Yeah. We were doing this ridiculously silly interview. But right now it isn't.

Before it kind of flopped. Wait, no, no.

Before it flopped.

Just kidding.

I don't think it did. Google is predominantly filled by people like us right now, extreme early adopters. Those are the first people on. Because right now to get onto Google, you need an invite. So you need to know someone who can give you an invite or you need to be resourceful.

Just imagine if tomorrow that's not needed and then this whole interview's for not.

I'm just kidding. Well, it's interesting because it is a very skewed demographic on Google right now. And the bulk of conversations happening on Google right now are about Google. But that's really, and this is absolute fact, but it has actually created an interesting opportunity for some of the early movers and thought leaders who have moved on Google early. There are some people that I am following on Google. And one of the things that's cool about Google is unlike Facebook, you don't need a reciprocity of friends. You can have this Twitter effect where I can follow somebody that I love learning from and love hearing from, and I can discover more of those people and follow them and get a personalized RSS feed of what they think is interesting as opposed to having to go to these people's blogs on my own. And some of the people that I'm following, I would have never thought to follow because they were never in my sphere of influence. But I've discovered them through other people that I'm following and they're knocking my socks off. There's a guy named Robert Scoble and he's built up one of the largest Twitter followings on Twitter. Sorry, one of the largest followings on Twitter. He built up a large following on Quora and now he's on Google. And there's no question as to why he builds such a large following, because this guy helped people like me from day one getting on understand the value of what Google was all about and help understand where does Google, how do we use it? How is it going to fit into our lives? What can we expect with something like this? And there's actually something called the Robert Scoble effect. And I read about this on TechCrunch. But it's this idea that everywhere that there's a new place that Robert Scoble goes, there's a gigantic following that happens. But through him, I've been able to discover some of the other incredible people. I never would have thought to follow one of the VPs, Vic from Google, but I'm following him now because Robert posted some interesting content that Vic had shared and now I'm following him. I like to regularly read TechCrunch, and MG Siegler is one of the bloggers of TechCrunch that I like to read. So he posted a link to TechCrunch. Once I went and I read some other articles and there was a feature blog post by none other than Tom Anderson, who used to run MySpace. I never thought in a million years that I'd be looking for something interesting from Tom Anderson just because none of his content has ever come across me. But I am actually really fascinated with some of the things that he has shared. And one of them, in his observations of how this works, is one of his friends, Kevin Rose, has actually redirected his blog and his domain from kevinrose.com to his own Google profile. And that actually brings up some interesting questions of the Kevin Rose model of redirecting to Google, where there's a big hot topic going on, where lots of people are moving to, or a Fred Wilson model. Fred Wilson is a successful venture capitalist who writes a really great blog as well, and he's keeping his blog at Fred Wilson at his website. So the question is what would you do if you were a marketer? What would you do if you were a business? Would you set up shop where the party is, where the discussion is, which is currently moving onto Google? Or would you continue to entertain people in your home as they come through, which would stand the test of time, but you might not reach as many people.

Yeah, it's an interesting question. I mean, what are your thoughts on that? And how is this? I mean, are either one of you going to redirect websites to your Google? I mean, what, what do you think?

I think it's a coin toss right now. I mean, what, what is the, what is the impact going to be? I think the analogy is great. Do you want to set up shop in the party or do you want to direct people back to your house? Right. You want to have the party at your house or just go to the big party? And you know, there's advantages and disadvantages on both sides. So I do think both are going to continue to exist. So I guess as I think through it right now, I would redirecting something to it, maybe redirecting a blog to it that could make sense for certain activities we've yet to see. I think some of this is so much speculation too. What is the impact it's going to have? I want to go back to one of the components of it though, and that's the collaboration side you mentioned earlier. If you're in Google, you look at the top left, you're going to see plus Joe and next to it you're going to see Gmail, Calendar, docs, photos, you're going to see the suite of tools, the applications that make up and web your user experience on Google. So they're creating this like a portal, a place, a starting point that is your entire online experience for all of the data flow in your life to exist and your business and using tools.

That you traditionally had on your desktop, on your computer that you might not need to use anymore.

Yeah. And then taking the notion of what a social tool lets us do now, you think of Facebook and think, oh, I can comment on your status, your pictures and the comment of the comment of the comment. I can like that too. And this. And well then take those elements and put it into all of the tools that you would use. Maybe the Word document that you share with somebody in your office and you guys are working on together. Well, there's a comment string associated with it. Maybe we instantly then share that out publicly after we're done with it. Maybe you want to share it with Me outside your organization, or maybe we're working on a spreadsheet of all the people we want to invite to a party. So all of a sudden, the stuff that we had traditionally done, very localized, and it was a step to share it. All those boundaries are then removed in tools like this. A tool like what Google is about, I think collaboration is just key.

If you increase collaboration and help people become more successful with collaboration within the Google environment, people will be spending more time there. So if you are a business, it is a great place to have. It will be a great place to have a presence, because people eventually will be spending their time in Gmail, in Google, in Google Docs, in Google Photos, less likely to venture out to other places outside of the Google ecosystem. Now, that's kind of an absolutist statement. So it's not going to. It's too blanket. But if people are spending more time in this area, it is probably worth looking at this as another channel from which a business can either syndicate its content or set up a really personalized kind of connection with some of the users. The part.

The video that we watched earlier today, the data liberation. Is that what it was?

Google's data liberation front, what is that all about?

What are they trying to convey with. It's an interesting. It's an interesting pitch.

So from what I understand, Google is positioning itself in a different light than Facebook has positioned itself, whether intentionally or not. Where there's this perception that Facebook wants to keep all of your data, whether it be your friends and your photos, all of this information inside the Facebook platform, and it's very difficult to take your information out. And Google has positioned itself and stated that they believe that if they make it easy for their users to take their data out so they can leave Google, Google will work that much harder. So they say, to try to keep the users. So they have this program called Google Takeout, where you can literally click a button and download a bunch of your data and take it out with you.

Aha.

Which I think is awesome. I mean, embracing that and being very public about it is, I think, really key right now, when privacy is just massive. I think we were looking at Google using the Google trend data, and we were looking at Facebook and we were looking at, like, MySpace's death and this kind of thing. And the downtick, I don't know if you guys look closely at it, but there's the downtick from Facebook in the trends from the big security scare. They've had a couple different ones, but it just shows you how Important, that is, to people because most of us don't even have any idea how the security models work with something like a Facebook. Even talk about Google with that a little bit. When they released Google Buzz, they had some of the location services, I believe, turned on by default. Correct me if I'm wrong on this. I'm pretty sure it was the posts would automatically grab your location if it could, in terms of when you posted and you could publicly see the location of everybody else around you believe so. And they had that on by default instead of off. And that was a big fiasco as well. And it was a fiasco, to say the least. So as we step into the modern age here, the privacy and the security associated with oneself, I think it's just at the forefront. And Google's data liberation front is like, hey, let's be open and transparent because this is a losing battle if we're going to try to control everything.

Okay, so very cool. Let's talk about some of the things you can do from hangouts and Circles and all the different features that are currently on, which are probably going to be rapidly adding to it, maybe, or changing, who knows? But what are some of the things that you can do on Google for laymen like me? Because I would consider myself sort of a layman here until I talked to you two guys the last couple days and I was like, I feel like a Google expert. So if anything else, you can tell your grandma that you're a Google expert after watching this video.

Difference is, Grandma's probably heard of Facebook by now, but maybe not Google.

Right, Right, right, right, right.

Well, there's a feature called Circles and it's a somewhat refreshing departure from the model that we're used to in Facebook. And not to say Facebook doesn't have something like this, but it's very difficult and clunky to use. And Circles in Google is about recognizing that not all of the people that follow you and you decide to follow are equal in value and equally relevant to you or deserve or have to hear or see the same messages from you. So, for instance, I might take him and put him into my friend circle. And then Joe, I might take you and put you into this weird other guy's acquaintances section. Right.

Like jackasses I don't like or something like that.

Absolutely. There we go.

Yeah, I think that's where I added you today.

And so consequently, when I go and I decide to. To publish pictures of funny pictures of cats, because I love taking funny pictures of cats from the Internet and posting them I'm only going to share them with my friends and you're not going to see any of them. So what it actually allows is really targeted conversation because I can share things that are important to me to share with my friends, just with my friends. I could share other messages just with my family. I could share others with business contacts. And it's so easy to use. I think that's really the big win in terms of Circles is understanding that different people have played different roles in your lives and the information that you want to share with those different people in different roles will vary across those roles.

Right. So it allows you to really do a tremendous amount of selecting and segmenting and things that you just simply can't do on Facebook. Okay. Do you want to add anything to what he said?

I'll just add other features. Talk about Hangouts. It's very interesting, the fact that Hangouts are coming out. Hangouts are out. You have 10 people video conferencing all of a sudden immediately, here's Skype with a paid model that doesn't even support. It doesn't even support 10. It supports five, I think. Right. I've only used it a little bit and I wasn't very happy with it. I remember that we tried to use it internally with the team Skype anyways, but with hangouts, I mean, 10 people video conferencing hanging out from your circles, I mean, that's a pretty awesome collaboration tool out of the box that's going to force the rest of the market to kind of try to catch up.

So what are the business applications of this right now? What do you see as anything right now?

Well, we definitely see some incredible opportunity in the pipeline down the next few months. Currently, if you're a. If you're a business, there's not a specific fit for you with Google Apps. Google is no doubt building those tools that are going to allow businesses to really have a. To really live in this ecosystem as well. And one of those, I think, absolutely, Hangouts is going to be a great place for businesses, for people in business to set up live, multi, video conferencing. Some of the other things that we'll be able to probably look at in the future as a business is being able to target different demographics and different interests of people, similar to Facebook, but with the power of all the rest of Google's data as well.

Yeah, and I think something to just sort of think about too, is LinkedIn, while having far fewer members than a Facebook is centered around business. And the whole purpose of that is getting LinkedIn, getting connected, making those network connections. And I think we're going to see a lot more of that kind of thing inside of Google as well, in terms of not just your circles, but the circles of circles of circles in a very natural, organic way. So it's bringing in a lot of different elements together.

Agreed, agreed.

Agreement. But go ahead. I was going to say business, just for clarification for anybody listening to this too, is Google Apps is the business product that Google releases, essentially. So you can have a business with certain number of users, you manage all their email, you have document sharing built on a domain. So the Google Apps product has been great and now Google isn't part of it yet. Correct, Correct.

Okay, you said.

Yeah.

But you believe it will be.

It will be. They say it's in the pipe for the next one to three months from now or so.

Yeah, because they've rolled out some other products. Like they rolled out Google Voice first to the personal accounts and then they rolled it out to the business ones to Google Apps once that is in there. And you have the kind of collaboration across all your Google tools inside of Google Apps. That's a very formidable suite of tools to be using as a business. And I know it's interesting. Hangouts, 10 users. The free version of Google Apps is 10 users minimum. So they're really sort of extending their hand to a lot of small businesses with apps. They've kind of always done that. But it's neat to see some of these distinctions start to emerge, too. I think it'll have a big impact for small businesses once that gets integrated, because the collaboration elements are just going to be that much stronger.

So with terms that I've seen this week, people calling Google Facebook killer, what does that mean? Why are things like that being said? Why are those discussions happening and what are your thoughts on it?

I think there are probably a few reasons why that's being discussed. Whether that's going to happen is an entirely different story. When you first go into Google, most people's first impressions are, wow, this is a beautiful interface. It reminds me a lot about Facebook. So you see your friends, you have your feed, your stream, you. You could share pictures, videos, a lot of the kind. And there's a plus one button similar to the like button. So there are a lot of comparisons between Google, between Google and Facebook. But there are other places where they're probably not going to try to be identical with each other, where Google is really going to benefit because it has the whole other suite of Google Apps tools. Like you were mentioning, Facebook isn't really positioned to have things like those. But with 750 million users in Facebook, Mark Zuckerberg just stated that he believes that Facebook has hit critical mass. So they're at a pretty good place. They have quite the large number of users and so they're not in any direct threat of being taken down anytime soon. I mean, they have quite the ecosystem going for them. If we look at Twitter, Twitter also has significantly more people than Google currently has, but they have raving addicts. I mean, really what we look at with the cross section, the demographics and Twitter, you mean you've got a lot of techies, but if you actually look at who have the biggest Twitter followings, these would be President Barack Obama, this would be Lady Gaga and Ashton Kutcher are some of the largest. You've also got like this cult following, this celebrity kind of following and thing that's going on there that may not translate as beautifully into Google as your friends, your acquaintances and ultimately businesses or people that you'd like to follow. So they also have quite the number of tweets. I think we had discussed today that we read in a presentation that Twitter had how many copies of War and Peace being produced content wise per day. So I mean there's a lot of activity going on in these stack high. Yeah. And the idea of trying to take down these social networks right now is probably not the number one priority of Google, but it will be interesting to see how their user base grows and what kind of demographics they get.

Yeah. And I'll add to this too because I think this just piggybacks on we want to talk Twitter, you want to talk Facebook and we'll talk MySpace. Because they came into the discussion, especially when we're looking at Google trend data for all of these is you got to see the nice crest that MySpace had, this rapid growth out in front and then it started to decay. And the book that you gave us last time, Joe Evil plans by Hugh McLeod. Hugh McLeod, yeah. There's a section in that book, page 131. I'm only remembering this because we talked about it.

This is what you should read. I think Hugh McLeod is very smart, very funny.

Yeah. And there's a, in that section it talks about how we've gone from different sort of stages. Like we've evolved in the way that we, we desire certain things sitting over there somewhere.

But should we have someone in the background run it to us?

Maybe they should make that happen. Can we make this happen?

We can even read it Here, can.

We read it right here?

Absolutely.

Okay. That way I don't butcher this horribly.

I'll walk out of the, I'll walk out of the place of the camera and just. So here we go. Evil plans.

Yeah, so evil plans. Good book, some good nuggets in it. And this is one of the key nuggets. And Matt and I talked about this today too and it was talking about creating expressive capital. And you know, the tag here is remember we're all here to find meaning, including customers. So the book is kind of centered around business. But one of the things I think the item I think is relevant here is that he talks about what comes next. If right now we're in emotional capital, the fact that people love our product more than they love our competitor's product, kind of think about the. Just read it.

It's short. Yeah, I think it'd be good to read.

I'll run right through it here. So first we had human capital. You there, go to the next village and kill everybody. Because I'm the chief and I say so. Then came physical capital, Land, property, factories, I give you many camels for your daughter. Then came financial capital, currency, credit, stocks and bonds. The root of all evil. Then we had intellectual capital. Our widgets are better than your widgets because our engineers are smarter than your engineers. Then came the emotional capital. People love our product more than they love our competitors product. So there's a bonding with the product that comes out. I think Apple is a great representation of the emotional capital side. And he goes on to say, well, what comes next is what comes after emotional capital. And he's saying it's expressive capital. Our products make it easier for the end user to find and or express meaning, narrative, metaphor, purpose, explanation and relevance in his or her own life than our competitors products do. And that's, I think that's the key thing. You look at the contrast between the MySpace and the Facebook and you look at some of the trend numbers on Google and you can see where they passed each other and what was the big difference. And it had to do with how we were able to express ourselves. And I think we're at that same kind of impasse when we start talking Google. Does it allow people to better express themselves than the competition does? Certainly different. So better. I mean time's going to tell us that, but it's got a lot of great stuff. It's a lot better. It's a much more complete idea than Google Buzz was.

So how are you both using this and how are your online Behaviors, habits, involvement, communications going to change as a result of this?

For me, it could just be because it's the first couple weeks and it's very exciting. But I've spent more time on Google Buzz than on Google, on Google than on Facebook right now. To me, it's probably because of the quality of the individuals that I'm following on Google right now, because Google allows me to follow and find and follow these thought leaders who are talking about things that are really interesting to me and even engage and comment with them that I've been spending more time because they have a beautiful, wonderful mobile app for the Android and it works very fast and it's a better user experience so far for me than Facebook, but I have been using it for that purpose. I've actually cut down a little bit on my web surfing and spent more time in the ecosystem of Google because kind of the content and people that I want to hear from are right there inside of it.

Gotcha.

Ok.

I've just still been exploring it really. I haven't started to use it regularly other than like I mentioned earlier, some of the test cases we did. My biggest interest was on that actually said, oh, I better examine this real closely. After my invite didn't work, but I tried for a while. Somebody sent me because they maxed out the number they were giving away for that day and that was the impact on the organic results. Because we've heard the term SEO and search engine optimization and all organic traffic for a long time and traffic numbers continue to grow. There are more and more people online surfing, looking for stuff every single day and I have no idea where that critical mass is, but I think it's a long way off yet as a lot of these other countries get up to speed, etc. So understanding the organic search process and what really factors into it, which ultimately I'm going to speculate and say at the end of the day, five, six, ten years from now, what's going to matter and what's going to work to rank is going to be to be real, real and honest. And Google's moves to correct its algorithms against people that have tried to manipulate it have all been in that vein. Let's get more real results, better results. And I think adding in the social stream as an influencer and then having circles influence it as well. And I'm speculating on the circle side. The only thing that I've seen was some of the plus one stuff, the stream stuff. Factoring that in is going to eliminate I think a lot of the Spam. A lot of the. Trying to undermine the system. I mean, by its very nature, with the amount of people that would technically be on there, it would be virtually impossible to make a massive infrastructure to game the system, if that makes sense.

Gotcha. Okay, so for people that are listening to us right now, what do you recommend they do to best get up to speed with Google, and how do you both go about learning to use it? I mean, you could always talk to some techies and they're like, you just play with it. That's like, well, that's how you learn it. But I mean, really take someone like me that has always had some sort of, like, you know, technology mental block with kind of grasping and understanding something, which is hence the reason I would much rather be in the asking the question role than answering the questions in this particular area. What are some recommendations that you can give to the people listening to you about, you know, how to get up to speed with it and how to learn it, how to use it, play with it. And I also mean, like, you're following some people that you recommended, so maybe you can say those names again, like, where are you learning stuff?

And I am some of the people that have been very helpful for me learning and getting to understand concepts around this. And then would be M.G. siegler, who is a blogger for TechCrunch. TechCrunch has some good stuff. Mashable is a great blog which has put out a cheat sheet on using Google and some tips for it. Robert Scoble has given some great tips on how to use Google, how to not spam your followers, how to not get spammed in terms of making it a very pleasant experience. And Tom Anderson has also shared some really great thoughts in terms of how you can. In terms of how you can look at Google as compared to Facebook, as compared to MySpace, because he's followed the whole social circle since MySpace began. So there are some. I will be the first to say that I owe everything that I currently understand about it, whether what I understand is correct or not, based on my understanding, I owe everything to these people that I'm following, and they've been considerably helpful. So if you are looking to get started, and this is something that I recommended to my own brother, go ahead and start at dropping your friends into your social circles. But really think about who the coolest, most awesome people are that you want to learn from and go find them here, because they're talking right now, because this is a space in which things are new, so they're Exploring, they're learning. Meaning they are sharing stuff that they didn't normally share every day of their lives.

Yeah. Awesome.

Yeah. And Google's blog as well. They've posted some stuff on it too.

Yeah, I guess someone could always go to Google and just type in how to use Google. What is Google?

Yeah, you could hit the help button.

Go to the Wikipedia page, or you can Google it.

I want to add one more thing too. One of the neat things that I've seen with Google is there's a lot of elements that they had tried to incorporate into Google Wave. And one of the key things I think that we're trending towards is real time collaboration environments. And that means virtualized real time collaboration environments where we could be doing exactly what we're doing here anywhere on the planet at the snap of our fingers and have it be high quality and have this same sort of real feeling to it as opposed to if we use technology to do it right now, it'll take a good bit of tech and it'll still. It's not going to feel like this. I think that's the real direction that I see these kind of tools going.

Right now. What does this make obsolete? If there's anything you can think of right now, and there may be some companies you just don't want to mention and that's fine, but what do you see? Is this making obsolete or archaic?

Or archaic. Buzz is integrated into Google. I'm not sure if they're going to combine that or what they're exactly going to do with Buzz, but it may very well phase out or it may get rolled into it. I mean, I haven't read anything about it and I want to make a preface here too. Matt said it earlier. His knowledge on this is attributed to the people that he's followed and read about it. I would say same kind of thing here. And just from playing with the tool and the knowledge that I've developed over the course of time, by no means do I have any sort of inside knowledge of what's going on with Google or what they're actually doing.

Well, we're waiting for a phone call from the founders.

Are we? You got them? You sent one too?

No. I'm going to call my buddy Richard Branson since I think Larry got married on the island and see if he can, you know, will just call us back and tell us what's up.

Well, that would be great. You know what? Just get your phone. Let's do it right now. No.

That would be funny. Richard wouldn't know, he would be stuttering. He wouldn't know really quite how to answer that. But hey, you never know.

No.

Well, here's the thing though. What we wanted to do is just start a discussion about this and for everyone that is listening to us right now and there's something being written back there, just yell it out because I cannot read that. What are the marketing opportunities for a business? Getting into it. What are some things that you see.

That would be an advantage for the marketer?

Okay, and that was a female voice that you heard back there saying what are the marketing opportunities that you see with this? And before we get to that, what I wanted to say to again, everyone listening is that I love marketing, where we're going to put this. I'd like to hear comments from everyone. How are they using Google? Because I think part of the process here is just getting a bunch of smart people talking about it. And there already are, as you've mentioned, and I think that's how anyone's going to really learn applications and seeing it. So since we're all in the marketing business, what are some of the marketing opportunities? There's different types of marketers. There's a lot of scumbag marketers that just that are spammers and that's not the world we come from. We're very much permission based marketing. We're very much providing value. We're very much about not using promises and using hype that we don't deliver on and stuff like that. So what are your thoughts on Google for marketing?

I think the opportunities are probably more on the organic side. The social and organic side is essentially combined now. So sharing relevant content with your customers and your prospects is now more important than ever. So the notion of ethical bribes, intelligent ethical bribes, and blogging, those are probably going to have more of an impact now used within the Google framework than they previously had the relevant content kind of thing. That's probably the biggest marketing opportunities I see right now. It's going to be on that traffic side. Anything to add? That's all I got.

Pictures of me perhaps. Maybe. Marketing opportunities.

Yeah. Google Photos. Google Photos.

Now. It was a joke.

Just take that data right out of there. Just, you know, get it printed, put it up on the wall at home, share it with the kids.

Those inappropriate photos.

Yes, maybe a couple of them actually.

I'd imagine that there's going to be very targeted advertising opportunities beyond the data that. So Google has built its empire on AdWords and the advertising model. So they have a very powerful model, but from an Advertising point of view, from a marketing point of view, if you're going to have new data points from which you can target specific kinds of users who are interested in the content, the kinds of business that you have, that's going to be a better experience for the end user who's using a free tool, who's going to see things that are more relevant to their lives. And it's going to be better for you because it means less wasted opportunity trying to get in front of eyeballs that don't have to hear from you. And it may stay in the form of text ads. It may also eventually involve pictures. So we can take that scandalous picture of you and put it up there on the ad.

And that's a great, I think it's a great area to speculate on what's the scandalous picture. We know those scandalous pictures. We know that's there. The advertising opportunities. I mean, there's no ads inside of it as of right now that I've seen. But we can only bet that there's going to be and the opportunity is going to be even greater. Just like Facebook advertising.

You know the whole funny thing about that, when I think about things like people that are per se anti marketing and I'm very much anti certain types of marketing in certain contexts, in certain environments, but here you have all of these free services and these very cool things that are being developed technology wise that are being funded by advertising. You know what I mean? And so at the end of the day, a lot of people say marketers, marketers, but a lot of the tools and everything that developed is simply because there are people out there that have products and services to sell and they need money because you got to pay employees and you got to pay developers and you got to pay people to actually have organizations and run things. So I'm very much pro business and I'm very much seeing the application of this and doing it in a way to where people are not being bumped, bombarded with crap that has no relevance to them whatsoever. And that's what I think is I see as the application of very targeted, specific areas of interest for commercial and personal use too. So I think there's a whole world that is going to open up in front of us as a result of this. And I really appreciate you guys just talking about it and starting this conversation. And what I will say is that through these two, we're going to, when we come across experts and knowledge and usages and applications to see if this is really just a frenzy thing or if this becomes the next big thing, we'll let our clients, we'll let our listeners. And I love marketing. It's all free, valuable content and interviews and stuff like that. So I want to hear the comments there. Now, in your own businesses, you both are very smart. You create tremendous value for your clients. I'd like to just for anyone that wants to follow you guys, where do they go? How do they find out about you? You can even give, like, you know, that old obsolete thing called a website.

I can give a website. Okay. Yeah, I'll give a website. You can learn more about what I do. I'm Mike Klein. I'm the CEO of Tech Guys who get marketing. And that would be techguys who get marketing.com.

Yeah, Mike Klein. Spelled C, L, I, N, E. Okay. And Matt, if anyone wants to follow you, you know, if you.

Yeah, if you happen to be a pharmacy, feel free to check out our website, pharmacyowners.com. but if you'd like to just connect with me and start a conversation, I think Google would be a great place to do that for right now. So you can go to Google and Google, my name will probably be the best way for that to show up. And that's Matt Silverstein. It's Matt with one T. Awesome.

Awesome. And for the listeners, please just comment on ilovemarketing.com and Genius Network is where we were doing the Brainstorm meeting today. And that's it. So I appreciate it. And tell a loved one you really love them right now and go check out Google plus. Thanks, guys. Joe, I love you too. I love you too. Even more than Mike.

Yeah, Joe.

All right, man. Thanks, guys. See Yaku.