Mike Maney

Tag: strategy

  • 9 strategies feeding the Google mothership

    Yesterday, Google announced its intention to buy smart thermostat maker Nest for just north of $3 billion. The intersocialwebs went ballistic on the potential evil that lurks behind the drywall of a Google/Nest thermostat.

    Amidst the privacy panic were some who focused on the potential boon the Google/Nest connection could mean for the Internet of Things.  I tend to fall into this pint half full group (because, let’s be honest, even a half full pint is better than an empty pint…unless there’s another pint on the way).

    But I also think the Nest purchase signals something bigger and deeper in Google’s long term business world domination strategy.

    Pretend you’re Google for minute. Now imagine setting up what is arguably one of the most important and powerful companies in the world for the future. I’m talking about a future where code and connections are embedded in everything. A future where a company like Google has the power to turn all of those ones and zeros — however microscopic they may be — into information. What are the touchpoints you’d want to control? If you’re Google, you’re already telegraphing what those points are:

    • Design. The creme de la creme of design in tech is Apple. Know where Nest’s DNA comes from? Apple. The acquisition infuses ~100 Apple-level designers into Google’s less-than-Apple-like UI efforts.
    • Transportation. Driverless cars anyone? They aren’t just for mapping.
    • Energy. Nest becomes a pilot for larger industrial-level products.
    • Health. See Calico.
    • Communications. Not just phone, but lots of other devices powered by Android. And blimps.
    • Entertainment. Imagine YouTube with an iOS simple interface (no, not the abomination that is iTunes).
    • Commerce. Google Wallet. Will Square be next on the market? Coin?
    • Identity. Say what we will about Google+, there’s no underestimating the thundering momentum someone in Google’s position can create to drive adoption.
    • Knowledge. Each of these markets funnels data into what has effectively become the Internet’s brain. Watch for smarter search, and more widespread translation.
    What do you think? An accurate model of Google’s strategic structure moving forward?

  • Damn You Nate Silver

    Slides from my closing keynote at The Social Business Future Conference yesterday.

  • Don’t Be a PR Fluffer

    Video of my talk closing out day one of Monktoberfest 2012.

  • What’s Old is New Again (Or is It?)

    I just read a great post by Ustrategy’s Ravit Lichtenberg on ReadWriteWeb highlighting the 10 Ways Social Media Will Change In 2010. It’s a great read and worthy of being carried under the ReadWriteWeb banner (I have no shame in being an unabashed fanboy of good tech reporting).

    However (isn’t there always a “however”?), here’s where I disagree with Ravit. He posits that “Many ‘Old’ Skills Will Be Needed Again.”

    An economic downturn coupled with the surge of social media eliminated many traditional marketing and PR roles. But this year, we’ll see the return of professionals to the field. Enterprises will turn back to marketers who specialize in understanding customer psychology and who are experienced in addressing these both offline and online. Research and development divisions will turn to customer experience professionals to draw on user needs and ideation as part of their product improvement and innovation process, and sales and support will continue to deliver services online. Expect to see job postings for social media managers, social media psychologists and social media executive administrators to help manage the infinite tasks involved with communities and social media campaigns.”

    The reality is that the good shops, the smart companies, never lost sight of the core functions; they didn’t get blinded by the bright shiny lights. No, they saw the lights and worked them into larger, less tactical strategies.

    As marketers, the new tools we have at our disposal couldn’t be greater. But they mean nothing/nada/zip/zero if they aren’t tied into a larger/boring/old school/smart/proven strategy.