Search Engine Optimisation – Making the most of Google for your small business

search-engine-optimization-india

(Source: E-Icon, 2016)

If you’re a small business, getting yourself noticed can sometimes be a bit of a nightmare. Sure, you might make a quiche lorraine that makes even my grandma’s cooking look like a ready meal on Easyjet, but you have to get people through the door before they can realise that! So how do you do it?! Well search engine optimisation using Google could be your answer. But before we look into how registering your business on Google can specifically help your business, lets have a look at the broader picture of search engine optimisation.

The what, why and how of search engine optimisation

Search engine optimisation (SEO) is “any activity that attempts to improve search engine rankings” (Tracey, 2015). But how do search engines such as Google rank pages? Well Google ranks it’s pages by ‘Authority’ meaning that it gives priority to web pages that have received high levels of traffic or are seen as reliable sources of information; hence why whenever you Google a topic there’s a Wikipedia page not far down the results. So therefore to get your website higher all you technically need to do is write fantastic, useful content that uses words and phrases used by people who search for your products and services. Easy right? Thankfully for those of us who aren’t the Ernest Hemingway of website building, there are other ways with which to optimise your website for SEO. Although this can get a bit complex, Enache (2014) breaks down ways with which to make your website more search engine friendly:

  • Key Word Research: Do your research, find keywords that your target audience are using. Click here for a helping hand from Google.
  • Get Indexed: This gets search engines to check out your website quicker and thus ranked quicker. Click here to learn how to submit yourself for Indexing with Google.

There are also aspects of the website itself you can edit to improve your ranking on search engines, this is called ‘On-page optimisation’. These include:

  • Page Title: Your page title is used as a suggestion for the title in Google’s search results. Describe your business in a concise, informative phrase.
  • Domain Names: These are an important part of Google’s search results. Choose a descriptive and easy-to read domain name for your website. Sub-pages should also be easy to read.
  • Meta Descriptions: These are page summaries often used by Google and other search engines on the search results page. Write unique descriptions for each page in 160 characters or less.
  • Use keywords: Use the keywords that you have found!

However, the simplest method of getting your small business noticed quicker through SEO, is by simply registering your business on Google.

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(Source: Google, 2016)

Making the most of Google for your small business

Why register your business on google? Simply put, connectivity. Google processes over 100 trillion searches per year; registering your business on google offers an unrivalled opportunity to connect with a huge variety of customers. Google also allows searchers to see precisely where your business is located. By placing your company on Google, when an individual searches for a product such as coffee, a list of cafes in order of proximity will be offered to them. This allows small businesses to take full advantage of trade such as lunch time and out of town trade, who are either time poor or lack local knowledge. Registering your business on Google also allows customers to leave reviews of their experience of your business. Small businesses are renowned for the hard work and the pride that they put into their businesses; Google offers the ability for that hard work to be appreciated and allows others to see this feedback by a simple Google search. If that’s not enough, statistics show that 72% of consumers trust online reviews as much as a personal recommendations (Engine Land, 2012), making these reviews a powerful marketing tool.

However, often people’s concerns of registering their businesses online is the lack of clarity to what information will be publicly available (we all receive more than enough spam emails already). The information offered to searchers is basic information designed to help small businesses get the most from Google’s potential. The information includes:

  • Your businesses name and small description of your business
  • An address and opening times for your business
  • Contact information such as a telephone number
  • Reviews left by customers

However the crux of all of this is that you can place as much or as little information as you see fit, Google simply allows you to make as much use of its service as you see fit. Click here for an example of a business listed on google, or for those of you short of time here’s a screenshot.

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(Source: Google Search, 2016)

So now you know how and why, make your business more search friendly with SEO!

References

E-Icon. (2016). Search Engine Optimisation . Available: http://eicononline.com/. Last accessed 10th Apr 2016.

Enache, M. (2014). OPTIMIZATION METHODS AND SEO TOOLS .International Conference “Risk in Contemporary Economy”. 1 (1), p98-103.

Engine land. (2012). Study: 72% Of Consumers Trust Online Reviews As Much As Personal Recommendations. Available: http://searchengineland.com/study-72-of-consumers-trust-online-reviews-as-much-as-personal-recommendations-114152. Last accessed 10th Apr 2016.

Google. (2016). Google My Business. Available: https://www.google.com/business/. Last accessed 10th Apr 2016.

Google Search. (2016). Mojo Coffee. Available: https://www.google.co.uk/webhp?sourceid=chrome-instant&ion=1&espv=2&ie=UTF-8#q=mojo%20coffee&tbs=lf:1,lf_ui:4&rflfq=1&rlha=0&rllag=50830532,-134270,793&tbm=lcl&oll=50.8305328,-0.13427095&ospn=0.010679. Last accessed 10th Apr 2016.

Tracy, T et al (2015). Social Media Marketing. 2nd ed. London: Sage. p137-155.

Social Media Marketing – Are you following?

(Source: Marccx, 2016)

Social Media is a completely new medium for business, as such many businesses have not yet learnt how to fully take advantage of this fantastic marketing tool. But look no further, in this blog post I will be teaching you why Social Media Marketing is such a fantastic marketing tool, and also how you can make the most of it!

What is Social Media Marketing and why is it so great?

Social Media Marketing (or SMM) refers to “the process of marketing a business, individual or product on social networking sites” (Tracey et al, 2015); social networking sites being websites and apps such as Facebook, Twitter etc (obvious I know, but let’s cover all the bases just in case).

This is a marketing tool that has grown along side the rise of social media, with businesses creating new and innovative ways to harness the most out of the unique benefits offered.The main benefit of this form of marketing is obvious, it’s a numbers game. Due to the huge amount of social media users, organisations now have a reach that they never could have dreamed of; roughly speaking:

  • Facebook: 5 billion
  • Twitter: 320 million
  • LinkedIn: 380 million
  • Instagram: 400 million
  • Pinterest: 100 million
  • Snapchat: 200 million                                                                                                                                            (Source: Statista, 2016)

But how do businesses really gain from this huge reach? It would be logical to assume that an advert or brand would simply get lost in the sea of users? Right?

Well to put it simply, no. According to Oyza (2016), SMM allows businesses to reach its users and enhance its marketing through three key benefits; availability, increased brand loyalty, increased communication. So starting with availability, SMM allows any sized business access to a unique marketing stream (in volume and variety) that would otherwise be unavailable to them; this is particularly significant for small to medium sized enterprises (SME’s) that would otherwise struggle to create marketing campaigns with high levels of reach due to the level of resources available to them. A prime example of this is start ups, which I’m sure we’ve all seen hundreds of on Facebook. Small fashion start ups such as ‘AIFF Apparel’, have managed to create large levels of business and unique brand images  through marketing their business using simply popular hashtags on social media platforms combined with impressive visuals of their products. Click here to check out this impressive start ups Instagram.

fhsraoufs

(Source: AIFF, 2016)

And this really goes hand in hand with brand loyalty, Oyza found that customers will actively seek businesses that they feel reflect their wants and beliefs. Once an individual actively seeks and connects with a business, assuming that the business continues regularly posting and connecting with their followers, customers will become more loyal to an organisation than simply through traditional advertisements.

Following on from this, the ability to communicate with customers is a huge draw of SMM. The two way dialogue stream allows for businesses not only to gauge feedback to their brand or products but also to respond on an individual bases to their customers; an ability that would otherwise be hugely costly and time consuming. A fantastic example of this is the website ‘GroupOn’ who have absolutely got the two way dialogue spot on, click here to check out their hilarious and effective replies to comments after using SMM to advertise a banana case (unsurprisingly these responses went viral). Here’s a couple of examples for those of you in a rush:

jdjdjd

(Source: Adweek, 2015)

How do you get the most out of SMM?

So the benefits are clear, but now you need to develop a SMM strategy that makes the most of the opportunities. Luckily for you, Ramsey (2010) outlines the do’s and don’ts of SMM strategies. He states that an effective SMM strategy SHOULD:

  • Develop a style: Your tone of voice will need to be different for each audience and situation, but make sure that brand personality comes through in every action and every communication.
  • Strike the right balance between conversation and sales: Nobody wants to receive repeated sales pitches via social media: therefore, it is important for organisations to be honest about why they are talking to consumers. Like any aspect of business, use dialogue to create a relationship not just to bombard them.
  • Do set limits for what is and is not to be tolerated in any channel: Just because an organisation wishes to seem approachable and conversational, it doesn’t mean it must put up with abusive comments. Escalate/refer difficult questions, delete abusive comments. No one likes airing their dirty laundry in public, it’s the same with SMM.
  • Vary the strategy per channel: It is silly to assume that all social media channels work in the same way. Different networks have different user profiles; therefore the tone and content used for one will not necessarily work for another. Variety is the spice of life, learn to customise your responses and strategies.

And there’s really only one don’t:

  • Don’t forget to update content:There is nothing worse than an organisation starting a twitter feed, which is active and updated for the first three weeks but then goes silent. No matter what SMM stream you’re swimming in, make sure you update the content regularly!

So there we go, the benefits of SMM are huge with minimal resources needed to achieve them. Follow the advice from Ramsey’s findings and you will be well on your way to developing a brilliant SMM campaign.

Falling short on thinking of content for your SMM strategy, click here to flick through some great examples and find inspiration.

 

 

 

 

 

References:

Adweek. (2015). Groupon Posted This Product on Facebook, Then Replied to Everyone. Available: http://www.adweek.com/adfreak/groupon-posted-product-facebook-then-replied-everyone-who-made-sex-joke-163737. Last accessed 10th Apr 2016.

AIFF. (2016). aiffapparel. Available: https://www.instagram.com/aiffapparel/. Last accessed 10th Apr 2016.

Marccx. (2016). What is Social Media Marketing and Why Should You Care? – See more at: http://www.marccx.com/social-media/what-is-social-media-marketing-and-why-should-you-care/#sthash.RGpss54I.dpuf. Available: http://www.marccx.com/social-media/what-is-social-media-marketing-and-why-should-you-care/. Last accessed 10th Apr 2016.

Oyza, I. (2016). Effectiveness of Social Media Networks as a Strategic Tool for Organizational Marketing Management. Journal of internet banking and commerce : JIBC. 4 (2), p1-19.

Ramsey, M. (2010). Social media etiquette: A guide and checklist to the benefits and perils of social marketing . Journal of Database Marketing & Customer Strategy Management. 17 (3), p257-261.

Statista. (2016). Leading social networks worldwide as of April 2016, ranked by number of active users (in millions). Available: http://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/. Last accessed 10th Apr 2016.

Tracy, T et al (2015). Social Media Marketing. 2nd ed. London: Sage. p34-56.

 

 

Gamification – a winner?

Word Cloud "Gamification"

(Source: Olenski)

Gamification is becoming a bit of a buzz word, but what does it really mean? Well to put it simply, gamification is where you take something that already exists (a website or App) and add game mechanics to motivate and engage participants while increasing loyalty; for example creating a competition with others or point scoring (Conaway, 2014).

But realistically what does this actually mean for you and your business? Is it a useful marketing tool or just a bit of a waste of time? Lucassen et al (2014) found that there were a variety of benefits attached to introducing gamification into your marketing mix; which can mainly be grouped into benefits regarding loyalty, engagement and awareness. Exploring their findings will help you decide how gamification may help your business.

Loyalty

One of the main benefits to gamification is that it encourages customer loyalty as individuals become invested in the products, organisation or services. Lucassen et al found that by using simple mechanisms such as Virtual rewards and badges through Apps or websites etc, customer loyalty increased significantly. An example of this can be seen through Jillian Micheals weight loss website, who uses virtual rewards for each goal achieved by users; for example a badge for each 5lbs that is lost. Positive reinforcement not only offered users motivation to lose weight but kept them coming back to achieve more! Have a look at their website, gamification is used throughout their website (click here to take a quick look).

Engagement

Gamification allows an organisation to really engage users. Lucassen found that, through simple methods such as leaderboards and competitions, organisations can create a competitive edge that increases user engagement by 68%. An example of a leaderboard that has been used to promote engagement for positive change can be seen through the website RecycleBank. Recyclebank use leaderboards to create a sense of competition, the higher up users are within the leaderboard, the greater the rewards and discounts offered from participating businesses. Check out their website here.

Awareness

Arguably the biggest benefit from the use of gamification can be seen through raising awareness. Using gamification methods such as promotions and lotteries allows organisations and businesses to create a large awareness of products, through word of mouth which would otherwise be very difficult to achieve. This is something which McDonalds has used brilliantly through their infamous Monopoly promotion, a promotion that allows customers the opportunity to win prizes after buying certain ‘meal deals’ in the style of the Monopoly board game. If you’re in the UK then either head down to your local McDonalds while the promotion is still on or click here to read more.

Confused on which gamification strategies might help your business? Examples of gamification strategies that align with these benefits are outlined in the below graph:

game

Source: Lucassen et al (2014)

So now we know the benefits of gamification, how do you make a good campaign? This can be broken down into 4 steps:

1, Pinpoint your business objectives – Simple, pick out of the three categories above and decide which you’d like to focus on.

2, Select reward and mechanism to achieve objectives – Now what rewards are you willing to offer? For example discounts, virtual rewards or lotteries? Once you know what you’re willing to offer you can select a gamification mechanism to achieve your goal (as outlined in the graph above).

3, Develop, configure and deploy your gamification program – This is the complex part, building the software etc can be very complex and may require you to outsource this development should you not have the expertise to do so. There are a variety of consultants that can break down the four stages of development; design, development, testing, and migration.

4, Use analytics to track progress  – This allows you to acquire quantifiable measurements of results which you can measure the success of your gamification strategy with.

employees-on-winners-podium-gamification-Features-1290x688-MS

(Source: O’Connel, 2015)

It is clear to see that the potential benefits of gamification are enormous. Although it is not a simple concept to create, with the right strategy the development can be made significantly more simple.

Know what you want to achieve but lacking a good idea? Check out these 25 examples of gamification to help you think of some great ideas for your business, click here.

 

 

References

Conaway, R. (2014). Gamification and service marketing. Springerplus. 3 (1), p358-387.

Lucassen, G. (2014). Gamification in Consumer Marketing – Future or Fallacy? . Procedia – Social and Behvioral Sciences. 148 (1), p194-202.

O’Connell, A. (2015). Is Gamification Overhyped?. Available: http://www.skilledup.com/insights/gamification-overhyped. Last accessed 10th Apr 2016.

Olenski, S. (2014). How To Solve Your Biggest Marketing Problems With Gamification. Available: http://www.forbes.com/sites/steveolenski/2014/03/05/how-to-solve-your-biggest-marketing-problems-with-gamification/#386933d6406b. Last accessed 10th Apr 2016.

#Hashtag.. What are the benefits of having a unique Hashtag?

I’m sure we all know what a ‘hashtag’ is, but what are the real benefits to your business of using and creating hashtags? To put it simply, an increased reach equals increased click rates; which means an inevitable increase in conversion rates. Studies show that tweets receive a significant increase in click rates when using 2-3 hashtags (RiteTag, 2016), if we look at a very generic hashtag, #Travel, you can see below just how much greater reach it offers than simply posting a tweet.

Capture

(Source: RiteTag)

The numbers speak for themselves, people are searching for and reading tweets with #Travel; imagine this is linked to your homepage. The possibilities are endless. Want to play around and see a huge variety of analytic for different hashtags? Then click here.

But what happens when you create your own unique hashtag? Knapp et al (2015) found that it offers 3 key benefits:

  1. Tracking performance and engagement
  2. Reaching out to users
  3. Making your business seem more human

Tracking performance and engagement

By creating your own unique hashtag, you can track exactly how well users are interacting with your brand or product. It also allows for all of the related tweets to be stored under that tag, and therefore easily conduct a search and analyse the latest feedback. The practical implications of this are unlimited, but are specifically useful for marketing strategies such as promoting a contest or requesting responses for a question posted.

Reach out to users

The internet is a big place, and its easy to get lost in it especially non-specific marketing. Having a unique hashtag, places all responses into one single place but also creates a direction for user interaction with a product and brand. Thus creating a two way dialogue. This offers a fantastic opportunity to create a rapport with followers rather than just being a faceless corporate entity.

Making your business seem more human

A unique hashtag makes your company seem like more than just a faceless business. Adding this unique personality will inevitably create a relationship with loyal customers and entice new customers. People do business with people, not with a logo; and this is reflected in social media, which are all about interacting with people. Adding this creative edge shows a reflection of your business’s personality and users will engage with it; creating a trust element and a brand image.

Hand showing hashtag notification concept on blue background

(Source: Jeffbullas)

So the importance and benefits of unique hashtags are pretty big. What we need to know now is how to make an effective unique hashtag. Here are some simple tips for creating your own hashtag (Quin, 2014):

  • Don’t use punctuation or symbols (other than the # sign obviously)
  • Numbers are okay, but only if they’re combined with letters as well (E.g. #alex21)
  • If you create a hashtag that is a combination of words, then capitalise each word. It makes it easier to read!
  • Keep them short and direct. Tweets are only 140 characters, don’t ruin the rest of your followers tweet.
  • Make sure that the hashtag being used is relevant.
  • Finally, make sure that the unique hashtag is actually unique. Do your research, search for it on twitter first!

making-hashtags-fun

(Source: Saumyaomer)

Lets look at examples of how hashtags have gone horribly wrong, because that’s always fun, right? (Waldram, 2012)

  1.  #McDstories – In 2012, McDonalds decided to launch this hashtag, designed to be used to show the produce supply chain. However it ended up with a backlash of negative tweets with people tweeting about finding horrible things in their food. Not ideal.
  2. #QantasLuxury this mistake was all about timing. As this unique hashtag was brought out, Qantas’s entire fleet was grounded. This led to the hashtag being used for rants and complaints and certainly nothing luxurious.
  3. #Susanalbumparty was created to promote the release of Susan Boyle’s new Album. I don’t think this one really needs explaining as to why it went horribly, horribly wrong. Safe to say it was swiftly changed, becoming #SusanBoyleAlbumParty.

The list goes on, to see more unique hashtags gone wrong, click here.

The most important rule to remember when using your unique hashtag, is to complement it with general hashtags so as to include users who are unaware of your current unique hashtag. Get it right, and a unique hashtag is a fantastic digital marketing tool.

 

References:

Knapp, L et al. (2015). Hashtags and How to Use Them on Social Media. The Journal of Medical Practice Management : MPM. 31 (2), p131-133.

Ritetag. (2016). Popular Twitter hashtags for travel. Available: https://ritetag.com/best-hashtags-for/travel. Last accessed 13th Jan 2016.

Quin, R. (2014). How To Use Hashtags Effectively In Your Social Media Marketing. Available: http://www.socialbro.com/use-hashtags-effectively/. Last accessed 13th Jan 2016.

Waldrum, H. (2012). #Susanalbumparty: Top five Twitter hashtag PR disasters. Available: http://www.theguardian.com/technology/shortcuts/2012/nov/22/twitter-susan-boyle-susanalbumparty. Last accessed 13th Jan 2016.

How can the use of Infographics make your SMM more effective and efficient?

What are Infographics? To put it simply, Infographics are visual representations of information which uses images and data to simplify otherwise complex ideas or information. But why explain it rather than use an Infographic?!

Capture

(Source: customer magnetism)

When it comes to Social Media Marketing (SMM), the use of Infographics can help any organisation be more effective and efficient with their marketing. According to research by Smiciklas (2012), the benefits of Infographics for SMM can be broken down into three key areas:

  1. Grabbing Users Attention
  2. User Comprehension of Information
  3. Retaining and Sharing the Information

Click here to read the full journal by Smiciklas.

Grabbing Users Attention

A fact of modern day life is that we are all constantly on the move, which inevitably impacts how we use social media; we simply flick through and check for updates throughout the day when we have an opportunity.

Therefore, it is important to gauge the user’s attention immediately, and maintain that attention to deliver the desired information. And we’ve seen this trend with newspapers, for example the ‘Google Newsstand’ app (Click here to see) has changed the way news articles are offered; from long articles to sharp and concise paragraphs of information.

What are the implications of this for SMM and the use of Infographics? Well, its all about how we understand information; the human brain processes visual information 60,000 times quicker than text information (Sibley, 2012). This means that by using Infographics, an organisation can stand out to its followers and engage them much faster than by simply using data and text; allowing the user to gain the maximum information from a minimal amount of time.

User Comprehension of Information

When it comes to comprehension, I think we can all be honest and say that when we’re faced with page upon page of information, we all switch off a bit.

The principal of data retention is, that on their own, data and visual information are both imperfect forms of communicating information. Written information allows a deep analysis of unlimited information. However, images are easier for the individual to read but obviously offer a lot less information (Gutierrez, 2014).

The combination of both visual and text information that Infographics allows for the advantages of each while minimizing the negatives. By offering the option of accessing further more detailed information through an attached link users who want a more in depth comprehension are able to do so.

Compatibility also falls under comprehension, I don’t know if any of you have had the nightmare of receiving an important document on your phone only to realise that every time you open it, it comes out in gibberish. The same happens with large PDFs on some mobile devices, the great thing about Infographics is that they are compatible across all social media platforms and all internet enabled devices.

User Retention and Sharing of Information

A study by Paul Lester (2006) shows that we remember 80% of what we see, 20% of what we read and only 10% of what we hear.

Infographics utilise several forms of sensory information. Therefore, because individuals have understood it further, and engaged with the information more, they are more likely to retain this information.

But the real opportunity is the way these images often get shared, becoming viral. Sharing this information, when branded with an organisations logo, would produce a snowball effect of respondents; potentially producing huge level of reach for a minimal cost. An example of this is the Infographic below developed by ‘Thrillist’, which shows London rent prices for a one bedroom flat by each tube stop; this image got shared over 500,000 times on twitter alone.

rentmapw

(Source: Thrillist)

Too good to be true?!

Infographics are pretty great, but they’re not perfect. To keep it effective and efficient, it is important to follow these points (Easelly, 2015):

  • Make it directional and relevant
  • Make sure that the images reflect the data (i.e don’t use images of planes if you’re business is talking about cars)
  • It is most efficient when part of a broad SMM strategy
  • Most importantly don’t include too much (it makes it very difficult to even look at)

Here’s an example of an Infographic that got it very very wrong.

US

(Source: Telegraph)

Can you make any sense of it? Because I couldn’t. If you look at the tiny key in the bottom left it turns out that it represents an overlay of the three maps in the left hand column. This is a classic example of an Infographic that is just trying to do to much.

In conclusion, Infographics offer a fantastic opportunity to make SMM more effective and efficient, however they’re also pretty easy to get wrong. If you want to learn how to make your Infographic as effective as possible, then click here for a fantastic article.

References:

Easelly. (2015). Top Tips from Experts on What Makes a Great Infographic. Available: https://www.easel.ly/blog/top-tips-from-experts-on-what-makes-a-great-infographic/. Last accessed 13th Jan 2016.

Gutierrez, K. (2014). Studies Confirm the Power of Visuals in eLearning. Available: http://info.shiftelearning.com/blog/bid/350326/Studies-Confirm-the-Power-of-Visuals-in-eLearning. Last accessed 13th Jan 2016.

Lester, P. (2006). Syntactic Theory of Visual Communication.Available: http://paulmartinlester.info/writings/viscomtheory.html. Last accessed 13th Jan 2016.

Sibley, A. (2012). 19 Reasons You Should Include Visual Content in Your Marketing . Available: http://blog.hubspot.com/blog/tabid/6307/bid/33423/19-Reasons-You-Should-Include-Visual-Content-in-Your-Marketing-Data.aspx. Last accessed 13th Jan 2016.

Smiciklas, M (2012). The Power of Infographics. United States: Pearson Education. p6-98.

Winter is Coming: How Game of Thrones captured a nation

Recent onlookers in Auckland’s Aotea Square will have been shocked to find the most hated man in Game of Thrones to be awaiting his execution. King Joffrey stood helplessly with a noose round his neck waiting for public outrage to tighten the knot, with Twitter users tweeting “#bringdowntheking” to tighten the winch.

According to the Brand Watch case study, this ingenious marketing campaign was the brain child of DDB Group, one of New Zealand’s leading communications agencies; reaching over 43 million people in 168 countries and recording nearly 875,000 individual connections .The aim of the campaign was to reach New Zealanders who had not yet been swept away by the global phenomenon. Appealing to current Game of Thrones fans, the campaign took the most hated man in television history and issued this challenge “It takes millions to bring down a king, but does he deserve it?”.

Using big data analysis, provided by Brand Watch, DDB were able to track which participants had the highest number of followers and then further engage the individuals by offering them a further statues “ie an honorary member of House Stark, including visual badge share”. The campaign reached its climax after a vast New Zealand audience from being repeatedly broadcasted news websites and social media websites.

To learn more about big data and the value it may have, click here.

Users tweeted the hashtag #bringdowntheking; bringing the most hated character in GOT to his knees
Users tweeted the hashtag #bringdowntheking; bringing the most hated character in GOT to his knees