Real Time Search, Why It's a BIG Deal

Posted by Shelly Kramer on December 9, 2009 · 16 Comments

Google rolled out its real time search yesterday and if you’re not paying attention, you should be. Real time search is a GIANT deal. There are tons of great posts out there on the topic, including Joe Marchese’s MediaPost article this morning. I won’t belabor the points made there – but I strongly encourage you to read Marchese’s article and the sources he cites there. AdAge’s article calling this point in time the “beginning of the beginning” is also really insightful and almost kind of spine-tingly. I love change, and the fact that we’re hovering on the precipice of really exciting times makes what I do for a living all that more fun.

But to cut to the chase, if you’re a brand, here’s why real time search should both excite you and scare the heck out of you. Everything that people say about your brand is IMMEDIATELY available. To show you exactly what I mean, I saw a post by my friend @stevegarfield on Twitter this morning, lamenting the poorly designed user experience at a Bank of America ATM machine. Lo and behold, those tweets instantly show up in Google search, along with the comments made by others poking fun at BOA.

Then, as I dove into this article, I did another real time Google search, this time searching the term “Bank of America” which shows more comments, all made in the span of just a few minutes, about poor experiences, customer service, etc., experienced at the hands of Bank of America.

Wow. If you were their CMO, would you care? More importantly, is BOA using monitoring tools so that they’re immediately aware of what’s being said about their brand? What a great opportunity for a brand to continually monitor what’s being said and then immediately (or as quickly as possible) reach out to customers expressing frustration or dissatisfaction and fix their problems. And, as we all know, fixing problems helps save relationships. Real time search has far-reaching implications. What’s your brand’s strategy?

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Filed under Traditional Marketing · Tagged with @stevegarfield, Google, Joe Marchese, MediaPost, ReadWriteWeb, real time search, search, twitter

http://www.hectorherrerajr.com Hector Herrera Jr.

Great article. Google's real time search is a great tool for everyone. I hope it doesn't take long for companies to realize its potential for real time customer feedback. Also, its pretty neat for consumers to be able to search and get real time reviews on products, restaurants or movies.
ShellyKramer

I agree, Hector. It's pretty amazing. Amazing and scary, all rolled up together! Great opportunity for brands and great information available for both brands and consumers. The beginning of the beginning
bradmays

Couldn't agree more. Imagine what this level of visibility will mean to brand reputation and customer service issues. Most brands are still trying to get their heads around the searchability of Twitter. The level of integrated search that Google and Bing are talking about open up a whole new set of conversations that will catch most companies off guard.
http://twitter.com/adamsconsulting Diana Adams

Shelly,

This is an awesome post. Thanks for the insight!

Diana
http://noteasytoforget.com James Ball

I'm more excited than frightened, but I do think this shakes things up quite a bit. I posted about this same topic earlier, and I encourage people to keep a close eye on this topic. Thanks for pointing out Joe Marchese’s article, I hadn't seen it. Great post, I'm glad you wrote this today.
ShellyKramer

Thanks James! I'll look for your post as well. Like you, I'm more excited than anything – but I'm sure we're the exceptions rather than the rule
ShellyKramer

I'm with you, Brad. That's why brands need to be sure they are prepared – which is a whole new ball game for most of them.
http://twitter.com/booksbelow Roger Hjulstrom

Great post, right on top of things as usual! This is a real game changer, everyone uses google, this is on a whole different level for brand reputation. Things will not only be fast but I think will also build up to viral proportions much more easily.
ShellyKramer

I agree, Roger. And thank you. I just keep going back to the fabulous line used by AdAge – it's the “beginning of the beginning” and most definitely a game changer. I can't wait )
http://www.ctkingston.com Ct Kingston

Oh Gee, that's all we need is more evidence readily available re: our every move in time and space.
I imagine this will wind up very useful for many people. Seeing as I don't have a brand yet, it'll merely show what a Ham Sandwich I am and how often I rant my brains out. O and M and G.

I read Joe Marchese’s MediaPost…

I think I better step up my game or be lost in the ether soon. But frankly all the new innovations just make me want to move to the countryside and leave the web behind. I know being a luddite is no longer considered hip, however, at this point it may be my only option. O and M and G!
ShellyKramer

O and M and G. As IF that could ever happen. You. Moving to the countryside. Frankly, Scarlett, that I'd love to see. You are stepping up your game on a moment by moment basis, my friend – and having nothing to fear.
http://www.ctkingston.com Ct Kingston

Whenever I see a bumper sticker that says “No Fear” I wait until I can see the driver to assess the situation. I wind up thinking “All Fear” when I glob eyeballs on them.

However, such a compliment coming from you, Miss Shell, is on my resume as we speak!

Is this a Man O' Manischewitz moment? (!!!)
ShellyKramer

It is, and I heart ya, goofball.
http://twitter.com/MichaelJKillian Michael Killian

Evidence of why companies need to pay attention to the good and bad of real-time social networks and search. I think it's important to facilitate this with integration into communication systems and business process.
Pingback: Real Time Search & Social Media: Time Waits For No Man
http://twitter.com/Iconic88 Iconic88

Thanks Shelly for this article. You illustrate a fantastic point.

If companies are still choosing to keep their heads buried in the sand over social media and real time search, they will lose massive opportunities to build relationships (in real time) with their customers and potentials.

Fortunately for them, it's still the 'beginning of the beginning'