Using Google Trends to follow breaking news

Friday saw a worrying set of Islamic terror attacks in three different locations.

Google’s newly launched Trends feature allows you now to see how the search volumes change in almost realtime.

Some of this analysis was available before, but the ability to zero in on very specific days is yielding a more meaningful ability to analyze.

See this chart I just created showing the interest of English language searchers in each attack.

terror-attacks

Sohn Conference Hong Kong 2015 – Focusing on Asia and Reputation Management

CGlU1E7UcAEY4Jg[1]In early June my colleague Yakir Hyman and I had the opportunity once again to participate as sponsors in the Sohn Conference in Hong Kong presented by the Karen Leung Foundation.

The Sohn Conference is a high-end NY-based investment conference that attracts the top minds in investment to share specific recommendations on investment with all of the proceeds of the conference going to fight cancer.

The Karen Leung Foundation was founded with a similar goal – a charity to raise money for critical research and action with a goal of reducing cervical cancer and its impact on families in Hong Kong. It also attracts investment professionals from Asia and around the world.

Five Blocks is proud to support the efforts of the Karen Leung Foundation and, over the years has gained a great respect for the kindness and professionalism of the Foundation’s staff.

This year much of the investment discussion centered around opportunities for investment in Asia – notably Japan. There were recommendation’s regarding Kyocera, Airbus, and Electric utilities in Japan.

For Five Blocks the opportunity was especially great. We provided assistance in the Search Engine Optimization and Social Media campaigns leading up to the conference. We also live-tweeted the event on behalf of the Karen Leung Foundation to ensure the best online real-time impact.

It was an opportunity for us to meet with several of our Hong Kong–based PR partners as well as to check in with all of our China and HK clients.

In conversations I had with various attendees one recurring theme was that in addition to seeing the need to curate reputation for their won names and firm names, there is now a greater understanding of the direct impact on stakeholders of having an optimized online presence.

There is no question that when I go to invest $100M in a steel mill in China, it will be easier for me to write that check when Googling the brand yields a positive even curated variety of web results including a robust wiki page, the corporate logo, a video for the brands accomplishments, info about key execs etc. third party validation etc.

Many industries in the US seem to ignore Asia – I believe we cant afford to do that any more!

Taking Advantage of the Time Difference

12 years ago I created my first company and ever since then I have had to deal with time differences.
I live in Israel and my clients have always been mostly in the US, Europe and Asia.

In my early days doing business online I was up half the night personally handing client concerns – many of the clients didn’t even know I was overseas. Thanks Vonage!

Now, 12 years later, Five Blocks is a company with more than 20 employees – most of whom are in Israel at any given time.

We have started traveling a lot more than before. In the past year I was in the US at least 10 times, as well as business trips to Puerto Rico, Moscow, Zurich, London, Singapore, Hong Kong and Baku.

Often I am asked about the time difference – isn’t it hard to work with people when they are 7 hours behind or 5 houris ahead?
Lately we have gotten into a groove that works extremely well.

We are GMT+2 so working with Europe is easy. New York, Boston and Washington – where more than half of our clients are located – is 7 hours behind. We try  to do our calls with them from 9-11AM (4-6Pm for us). This gives us all day to work without getting too many emails or phone calls from those clients.

Hong Kong and Singapore are 5 hours ahead of us – making morning calls work really well for us – it’s mid afternoon for our clients and partners in Asia.

The time difference forces us to schedule our calls at the beginning and end of the day leaving a big chunk of time for getting the work done – with far less distractions!

Turning a disadvantage into an advantage – that’s Antifragile!

Setting Goals, again

Goal setting has an almost magic power for me.
In January 2014 we set a rather aggressive goal for 2014 revenues.
We reached the magic number on Dec 30th and went a bit over as we got a number of wires and checks on the last day of the year.

While this goal was in the back of our minds all year it cant be what caused us to bring in precisely that amount of money.
Somehow knowing that we have a number in mind guides us to the activities that help create those numbers.

Five Blocks has a tremendous amount of opportunities – the revenue goal may end up serving more as a way to focus efforts.

Who knows? In any case it works.

One more thing. After I created the goal I opened excel and mapped out exactly how many clients we need to sign up each month and at what price point.
Reality didn’t map exactly to my spreadsheet – we got many clients all at one time and fewer than expected at other points. In the end the numbers added up as we had hoped!

Now to do it again….

Wishing everyone a successful 2015!

Details Details.

I have been thinking a lot about Details recently.
It seems that to be successful as an entrepreneur, inventor, builder, etc. you need to care about even the most minute details. They really do matter. even the small ones.

Google Adwords has put together a few really nice commercials for the Israeli market – really compelling. And success in Google Adwords, as we have learned over the past ten years or so, really depends on getting the details right.

So I was amused (and slightly unimpressed) that they missed some details in their otherwise well-executed ads.

The ad can be seen here: https://www.youtube.com/watch?v=1I5aQX-lMUk

You can see some errors on this screen:

adword-flub

Note the spelling of the word Malaysia and the switched flags for UK and Australia..
The numbers and percentages also don’t match…

Details, Details, I guess..

When you come late to the party…


Here’s the deal. When you come late to the party – like really late –  you should do one of these:

1) Ride in on a motorcycle

2) Bring some good booze

If you don’t do either of these – or something else that sets you apart or provides enormous value – you’re not going enjoy the party – and you’ll probably go home early and alone.

The same is true with online marketing.

One of the questions I get frequently is how to best promote a new website in an existing field. For example you want  to sell baby clothes online or sign people up for a new credit card – and you are just now ready to launch  your new site.For some perspective make sure you look at all of the competitors and especially how long they have been in the market. (note that you dont even see all

Typically the question is asked by someone who is just now ready to launch, but whose most significant competitors have been in the market for 10-20 YEARS!

So my advice is, if you want anyone to notice you – make a big splash and ideally bring some real value!

People like coming to their own conclusions

Somehow we are much happier with a conclusion if it wasn’t spelled out for us.

This principal also impacts how we address digital branding and online reputation management.

The ideal online reputation is the one that gets pieced together by a stakeholder during their discovery process.

The way online reputation appears is often  a product of content presented by the brand itself, experts and news sites, social and review sites.

One thing is clear to us at Five Blocks – An online reputation made up  of manufactured vanilla content does not allow people to come to their own conclusions.

And people don’t like that.

Connecting Under Water

Last summer we wanted to do something with our two teenage boys.

Something that they would enjoy (aside from sleeping all day).

I offered a week-long hiking trip – not interesting enough.

A few days of sun and sea in Cyprus? no takers.

When I suggested a scuba diving course in Eilat – they were into it!

So we did the 7-day course – great – exciting – and a really great way to spend time with my kids.

In the winter we did some diving – the water is the about the same temp all year in Eilat!

Yesterday we drove down  to Eilat (about 4 hours) and did some more diving together – another successful trip!

I recommend a diving course if you want to have a great time and find a great way to spend time together with your teenagers!

scubaJuly192013