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Carri Bugbee

Colleges Need Influencers, but Do Influencers Need College? | WIRED - 0 views

www.wired.com/...ut-do-influencers-need-college

influencers influencer marketing

shared by Carri Bugbee on 15 Mar 19 - No Cached
  • Colleges try to leverage the social media savvy of their students with “social media ambassador” programs that help them advertise to prospective new students, raise the schools’ profiles, and educate their current students about school programs. And for some influencers, like Giannulli, college can be a windfall, landing them brand deals to market dorm furnishings, Victoria’s Secret underwear, and tooth-straightening solutions to their fellow students. For others, college just gets in the way of their real passion.
  • Becoming a social media star is the fourth most popular career aspiration for Gen Z
  • watching on-campus vloggers is how many students get a sense of the university’s culture—sort of like a franker, digital version of a campus tour.
  • ...3 more annotations...
  • Admissions officers are desperate to make the most of social media as a recruiting tool. “One of the things we constantly talk about in our marketing department is, How do we utilize these tools where students spend so much of their time in the admission process?”
  • Some want to reach new students; others want to change a narrative about their school, Freeman says, using microinfluencers on campus to promote academics, say, rather than the partying scene. Others, like UC Berkeley, harness alumni influencers to help raise money.
  • The most successful college-aged influencers seem underwhelmed by universities’ offerings—educational and financial both. Markian is a college dropout. “I took a marketing class in 2017 and it didn’t touch anything even related to social media,” he says. “There’s no question that college is unnecessary. I dropped out because it was hindering my business.”
Carri Bugbee

What journalists need to know about Twitter's expanded lists | Poynter. - 0 views

www.poynter.org/...-about-twitters-expanded-lists

twitter lists social+media journalists

shared by Carri Bugbee on 28 Oct 13 - No Cached
  • Before Twitter updated its lists feature last week, users could create only 20 lists with 500 accounts in each; now, they can create 1,000 lists with 5,000 accounts in each. The update impacts the role Twitter plays as an international news source by enabling journalists to be even more organized and save time as they gather, report and share news and information.
  • f you don’t already have lists (and even if you do), remember that your lists should reflect how you use Twitter, not how anyone else does. Tailor your lists to your needs.
  • As of this writing, I have more than 130 Twitter lists. And, no, that’s not too many — not if you keep them organized and find them useful. Here’s a link to my list of lists. I’m still moving accounts from old combination lists to many new lists. And I’m still creating more.
Carri Bugbee

How to Get Just-In-Time Site Visitor Insights With Heatmaps - Webtrends Blog - 1 views

blogs.webtrends.com/...visitor-insights-with-heatmaps

Webtrends site visitor website heatmap analytics

shared by Carri Bugbee on 01 May 12 - No Cached
  • Carri Bugbee on 01 May 12
     
    How to Get Just-In-Time Site Visitor Insights With Heatmaps
Carri Bugbee

Lessons from Progressive screw-up: When it's Twitter vs. lawyers, take Twitter - Red Tape - 1 views

redtape.nbcnews.com/...witter-vs-lawyers-take-twitter

progressive social+media crisis communications crisis management

shared by Carri Bugbee on 09 Nov 12 - No Cached
  • "The thing I've tried to do with any client opening up its customer service channels -- you have to have a crisis communications plan mixed with a customer service plan," he said.  "You have to anticipate what will happen. ... Companies that dive in without a plan of attack for those situations are finding it difficult."
  • "You have to have a lawyer on staff who can be on call and help your social media team craft communications in crisis situations," he said. "When you have a big publicity problem, you have your legal team working hand-in-hand with PR. Why wouldn't you do the same thing in the social media world?"
  • "Any industry that's heavily regulated will always have a layer of legal and compliance teams that have to be trained, and have to buy in," he said. "It can be done with the right legal team. But if you have a team that constantly says ‘no,’ it'll never work."
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  • "It's not that hard to know these days who are the folks likely to be influential in this conversation," Matthews said. "You know what the top 10 issues that you might face are, and you know who is likely to be the most influential when those stories break, the people who might take your side or be opposed. ... Ask yourself how do you engage them. What is the content you can bring to bear that articulates your position rather than letting the public run wild. You can never control the conversation, but you can make sure your side is heard."
  • "It really helps you find your skeletons in the closet," he said. "You have to have a mindset that you are grateful your customers are telling you what you are doing wrong, and you have the opportunity a chance to fix it.
Carri Bugbee

TV Advertising Changed Radically This Year | Adweek - 0 views

www.adweek.com/...anged-dramatically-2014-161969

TV television social TV advertising commercials

shared by Carri Bugbee on 23 Jan 15 - No Cached
  • Nielsen competitor ComScore is trying hard to create a product that will loosen Nielsen's grip on TV ratings, but that's a nearly impossible task. The question is less whether Nielsen's TV ratings will go away than whether traditional linear cable agreements will eventually go away and Nielsen's ratings system will become obsolete
  • There's just too much that's too similar on TV, and the wars of attrition with cable operators mean all packages just aren't going to contain all channels anymore. They can't afford to.
  • Third parties like Acxiom and Experian have an incredible amount of information, and the CEO of Acxiom told us consumers should have to pay to prevent their financial data from circulating among anybody who wants to buy it, basically like getting an upgrade on an airline.
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  • If you're an advertiser, there's a lot to think about here, especially the integrations that companies like Netflix are quietly selling to defray the cost of producing jaw-droppingly expensive fare like House of Cards. With reality on the rocks and scripted shows in a constant battle for the best teleplay, it's worth hitching your wagon to the right star.
  • I said a while back that linear cable would never sell premium inventory programmatically; I'm sticking with that. What's changed is linear cable likely will be unrecognizable in 10 years—even HBO is decoupling its highly prized service from a traditional cable sub
  • TV subscriptions are getting sold differently as consumers express their displeasure with the ever-pricier cable subscription model. That means more and more inventory is delivered in apps and through browsers. And that means programmatic sales, for sure.
  • consensus seems to be that it leaves advertisers scrambling to move money from linear cable to digital. That gets characterized without fail as a vote of no confidence in network programming, but it's really not; it's a vote of no confidence in the cable industry.
Carri Bugbee

5 New Ways to Improve Your Facebook EdgeRank - 0 views

mashable.com/...improve-facebook-edgerank

edgerank Facebook page management pages

shared by Carri Bugbee on 04 Sep 12 - No Cached
  • The Facebook news feed algorithm appears to be calculated both per fan and per type of post. That means a person might see Coca-Cola’s photo posts, but not the company’s link posts. There are six post types: a text-only status update, a photo, a link, a video, a platform post, and a question. The first four are the most commonly used.
  • After some research, its clear that a Facebook page gets more fan engagement from photos than links, statuses, or videos. In fact, photos get as much as twenty times more engagement.
  • My experiments show that you can get a good amount of clicks on links above photos.
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  • Can you front-load engagement to convince the news feed algorithm to show the post to a larger audience? It’s hard to say how much impact doing this would have, but here’s how you do it:
  • The new post-targeting feature, still being rolled out to all Facebook pages, allows you to segment your fans by criteria previously only available to advertisers. This includes age, gender, interested in (likes), relationship status, all education information, workplace, plus the old options like language, country, state, and city.
Carri Bugbee

How to Plan Your Content Marketing Strategy - 0 views

blog.taboola.com/content-marketing-strategy

content marketing marketing email marketing

shared by Carri Bugbee on 01 Oct 18 - No Cached
  • Research from Content Marketing Institute and MarketingProfs indicates content marketers with a documented strategy are: Much more likely to consider themselves effective at content marketing Far less challenged with the many aspects of content marketing Able to justify why a higher percentage of the marketing budget should be spent on content marketin
  • Consider documenting one or more of the following goals as a starting point for your strategy: Improve brand awareness Increase engagement Generate more website traffic Expand the email list Increase marketing ROI Achieve higher customer retention, loyalty and referrals
  • A buyer persona reveals what prospective customers are thinking and doing as they weigh their options to solve a problem.
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  • Personas, as they relate to planning your content marketing strategies, help you make informed decisions about topics to cover, content formats to utilize, and how you’ll approach your subject matter.
  • Perform a competitive analysis. Take a close look at what your competitors are doing. Auditing and analyzing the content created in your market can be a valuable part of informing your strategy and content marketing process. The idea is to create a plan to differentiate your content.
Carri Bugbee

Why Marketers Need to Reorganize Around the Most Powerful Behavior Principle of All: Ut... - 1 views

adage.com/...240860

utility marketing brand branding nike fuel band

shared by Carri Bugbee on 18 Apr 13 - No Cached
  • Carri Bugbee on 18 Apr 13
     
    To plan a more complete response to the new world, marketing needs to reorganize around its unifying principle: utility. Above all, utility is a response to, and a requirement of, the inevitable time crunch in a tech-sped world. That's why Nike Fuel Band wasn't just the innovation of the year; it's the first full-utility footprint. Utility also requires replacing the chain of faith with a chain of actions. We need to plan and monitor how our messaging bounces along the stream of consumer interaction, and through the path of commerce. For example, retargeting extends utility to display advertising, and smartphone point-and-shop apps (e.g. WiO and Shazam) start to fulfill on the commercial potential of interactive TV. Your content needs to let me activate on my terms. Utility also means we need to understand consumer behavior after seeing ads, not just before. The weight of marketing research has been on targeting. Now we need to create the lens for the complete activation spectrum.
Carri Bugbee

Does Your Content Live In A Mixed-Use Or Gated Community? | Eloqua Blog - 0 views

blog.eloqua.com/mixed-use-or-gated

gated content content marketing lead generation B2B BtoB business-to-business marketing

shared by Carri Bugbee on 20 Jan 12 - No Cached
  • A solid lead generation strategy does both, Craig Rosenberg, author of the blog Funnelholic, told me. The appetite for content online is insatiable so marketers would be wise to indulge the public with registration-free content, Craig says. “I do believe that if people are addicted to content without the reg-path and you path stuff, it better be remarkable.” Rosenberg says the “vast majority” of your marketing funnel should be free without asking potential clients for personal info. Save the registration forms for further down the funnel where more research-heavy content like whitepapers resides.
  • Chris Jablonski, author Emerging Tech blog on ZDNet, who provided the following formula: 10% to 20% fully gated content, 20% to 30% name and email only, and 50% to 70% completely free.
  • Carri Bugbee on 20 Jan 12
     
    Determining a perceived value from a lead can be substantive metric, if somewhat difficult to ascertain. I am imagining it in action. Perhaps you provide an abstract for the content you are guarding behind a registration form. But the abstract is more than a general summary. It includes a bullet list for the specific topics addressed and how solutions are offered, without providing the actual solutions before you collect that personal information. The upside is that you know if a prospect completes the form, they are very concerned about that topic.
Carri Bugbee

Upright Position Communications | Slow PR: How Understanding the True Nature of PR Lead... - 0 views

uprightcomms.com/slowpr

PR public relations media relations startups

shared by Carri Bugbee on 04 Mar 15 - No Cached
  • #1 – Results are not immediate I call this the “seven week itch”. One thing that’s consistent with tech startups working with PR agencies or consultants for the first time is how antsy they tend to get before they start to see results
  • Here’s the mantra for Slow PR: Good results take time, require solid messaging groundwork and need a strong fostering of your media network. There are exceptions, but for the most part, solid, sustainable media results require a foundation that needs to be built.
  • If you have a new app and you want a review from a strong critic, make sure that the app is ready for that level of scrutiny.
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  • If you only reach out to people when you need them, what’s the benefit for them? I’ve long believed that the journalist/PR relationship needs to be a two-way street.
  • I’ve often been in situations where a journalist needs something that I either don’t have or can’t provide. For the sake of the relationship, when that happens, I will go out of my way to help them out, even if it means me pointing them in the direction of the competition.
  • #8 – Your own news isn’t what always gets results
  • Finding and creating opportunities between the launches and the announcements. If you succeed there, you’re doing something right. A good example of this is when you’re able to interject your story into the current news cycle. This works particularly well when you’re positioned as an expert.
  • Let’s be honest – a lot of media coverage is ego-driven. There’s no shame in wanting exposure for reasons beyond brand awareness and the bottom line, just make sure you balance it with messaging that transcends ego.
  • Behind every effective PR strategy there are many, many questions, but the most important question asked is “Why are we doing this?”. If the answer doesn’t address a specific business need, then it is worth reconsiderin
Carri Bugbee

Why Journalists Love Online Newsrooms & How to Create Yours - PR Academy - Relationship... - 0 views

www.prezly.com/...newsrooms--how-to-create-yours

news room press room online news room journalists PR public relations

shared by Carri Bugbee on 13 Mar 19 - No Cached
  • 99% of journalists say it’s somewhat important (9%), important (34%), or very important (56%) for a company to provide access to news releases within their online newsroom.93% of journalists say that it is important to have news releases organized by type of news category.94% of journalists say it’s somewhat important (14%), important (28%), or very important (52%) to have access to photographs within an online newsroom.90% of journalists indicated the availability of digital product press kits would be somewhat important (25%), important (34%) or very important (30%) for their work.75% of journalists say video files are an important component of an online newsroom.
  • Archived press releases are a fantastic source of inspiration for journalists, they provide historical insight into your company, can provide industry metrics (which journalists are always seeking) and ultimately give your media contacts some ideas for stories to run with.
  • Highlighting ContactsDepending on the size of your business, locations, industries and a whole host of other factors you may have several key media spokespeople on your list who can engage with the media.
Carri Bugbee

Facebook knew for years ad reach estimates were based on 'wrong data' but blocked fixes... - 0 views

techcrunch.com/...amp

ads Facebook ads facebook advertising facebook digital ads

shared by Carri Bugbee on 25 Feb 21 - No Cached
  • The class action suit, meanwhile, alleges that rather than accepting internal proposals to fix the accuracy problems of “potential reach”, Facebook instead “developed talking points to deflect from the truth”. The tech giant did announce some changes to the ad tool in March 2019 — when it said an advertiser’s campaign’s estimated potential reach “is now based on how many people have been shown an ad on a Facebook Product in the past 30 days who match your desired audience and placement criteria” (versus the estimates being previously based on “people who were active users in the past 30 days”). But the litigants argue that the changes to the tool which displays an estimate to advertisers as they are beginning to create a campaign — and therefore when they’re deciding/considering whether/how much money to spend with Facebook — do not fully fix the issue of the metric not corresponding to the potential audience of people who could see the ad on Facebook.
Carri Bugbee

How Teens Really Use Apps | Testmunk Blog - 0 views

blog.testmunk.com/how-teens-really-use-apps

teens apps mobile

shared by Carri Bugbee on 02 Apr 15 - No Cached
  • the majority of teens now consider Facebook the alternate choice. 
  • This speaks to a shift in thinking amongst teens, in that privacy has become a concern. Users still want to be connected, but want to choose their connections more carefully, and compartmentalize their relationships. They want to share their lives, but to target where, what, and sometimes how long something is shown.
  • 78% of our respondents counted among those who accessed their favorite social media application at least three times a day. Regardless of which app selected (and make no mistake, Facebook is included), users log on several times daily
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  • Twitter, Snapchat and Instagram see the highest number of logins per day, with 51.9% of Snapchat users reporting 9 or more logins per day. Twitter and Instagram saw similar devotion, with 43% and 45% of users reporting 9 or more logins a day.
Carri Bugbee

Snapchat ramps up UK pitch, but ad buyers remain unconvinced - Digiday - 0 views

digiday.com/...h-ad-buyers-remain-unconvinced

Snap snapchat ads advertising viewability

shared by Carri Bugbee on 22 Mar 19 - No Cached
  • Not even the promise of lower CPMs as a result of less competition was enough to tempt large swaths of advertisers to change their view of the platform last year. But it wasn’t for lack of effort. Snapchat execs pushed the self serve auction model in the U.K. for much of 2018.
  • Snapchat’s impressions are now the cheapest of its peers, according to the ad buyers interviewed for this article.
  • ll told, the ephemeral mobile messaging app had a good year in 2018 thanks in part to the arrival of the Snap Pixel. When it launched last summer, the pixel gave its ad business more clout as agencies could go to advertisers with more accurate data based on how Snapchat’s ads drive direct response clicks to websites. Deeper data on what actions Snapchat’s ads drove meant ad buyers could move away from last click attribution models.
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  • Snapchat is optional, not compulsory, on media plans
  • Snapchat is pushing buyers to place more ads inside its show, as evidenced by a charm offensive launched this year to create short-form original shows it can sell around the Discover part of the app.
  • Carri Bugbee on 22 Mar 19
     
    Viewability has long been an issue for advertisers on Snapchat where ads remain easily skippable, contributing to low viewability rates. One paid media director at a media agency said that he has seen viewability rates in the single digits. That may potentially be addressed by a new non-skippable ad format,
Carri Bugbee

FTC Issued Warnings to 45 Celebrities Over Unclear Instagram Posts - WWD - 0 views

wwd.com/...clear-instagram-posts-10883342

ftc celebrities endorsements influencer marketing influencer outreach influencers

shared by Carri Bugbee on 09 May 17 - No Cached
  • Last month the FTC issued warnings to celebrities who plugged products on their Instagram accounts without clearly identifying their relationships with brands. The letters were meant to “educate” the celebrities on how to post without violating the organization’s disclosure guidelines.
  • The FTC said it sent out similar letters to each influencer to “call attention” to the post in question. Each letter reads: “The FTC’s Endorsement Guides state that if there is a ‘material connection’ between the endorser and the marketer of a product — in other words, a connection that might affect the weight or credibility that consumers give the endorsement — that connection should be clearly and conspicuously disclosed, unless the connection is already clear from the context of the communication containing the endorsement. Material connections could consist of a business or family relationship, monetary payment, or the provision of free products to the endorser.”
  • The FTC cited cases in which disclosures appeared in captions at the bottom of a post, and were only found if consumers clicked on the “more” button to reveal the full text. Multiple hashtags, tags and links also were frowned upon, as they obscure the disclosure.
Carri Bugbee

How Snapchat's Costly Bitstrips Acquisition Could Pay Off - World Wide Web on Mobile Te... - 0 views

www.mobile-tech-today.com/...index.php

emoji emojis Bitmoji Snapchat social+media advertising

shared by Carri Bugbee on 05 Apr 16 - No Cached
  • Bitmojis could add a way to express how users feel when they aren't taking a selfie. Snapchat allows people to place standard emojis on photos and videos, but bitmojis purport to do a better job of showing emotion because there's a face -- albeit a cartoonish one -- attached. Snapchat could even generate revenue here, by charging users for special-edition bitmojis just as Bitstrips has done.
  • The bitmoji also could come into play in Snapchat's text chat feature, which is tucked away behind the image-sharing elements. Snapchat is said to be working on a major overhaul of texting that would bring audio chat and more. It's easy to see bitmojis being a part of that too, giving people a way to communicate visually without having to take photos themselves.
Carri Bugbee

Twitter is asking the public to help measure how toxic it is - The Verge - 0 views

www.theverge.com/...-health-conversation-proposals

twitter research

shared by Carri Bugbee on 09 Mar 18 - No Cached
  • Twitter is looking for outside experts to measure the “health” of the company, it said in a statement, and is seeking proposals to determine exactly how the company is fostering “healthy debate, conversations, and critical thinking” versus “abuse, spam, and manipulation.”
  • “We’re committing to helping increase the collective health, openness, and civility of public conversation around the world, and to hold ourselves publicly accountable toward progress,” the company said in its blog post today. “By measuring our contribution to the overall health of the public conversation, we believe we can more holistically approach and measure our impact on the world for years to come.”
Carri Bugbee

1 in 5 Social Network Users Likely to Make A Purchase Directly On A Social Network This... - 0 views

www.marketingcharts.com/...social-network-this-year-39411

social network commerce purchase social+media social media advertising

shared by Carri Bugbee on 05 Feb 14 - No Cached
  • The question was fielded among consumers who have accessed a social networking website, asking them how likely they would be to make any type of purchase on such a site in the following 12 months. Overall, 18% of respondents said they would be very likely (9%) or likely (9%) to do so. Interestingly, only 15% were neutral on the subject, with a solid majority unlikely (12%) or very unlikely (55%) to do so.
  • While women appear to be the more active gender on social media, it’s men who are more interested in shopping on the platforms, according to the Javelin survey results. In fact, 23% of male respondents reported being at least likely to make a purchase directly through a social network this year, compared to 14% of female respondents.
Carri Bugbee

How Twitter Users Compare to the General Public | Pew Research Center - 0 views

www.pewinternet.org/...sizing-up-twitter-users

Twitter research Pew

shared by Carri Bugbee on 26 Jul 19 - No Cached
  • Twitter users are younger, more likely to identify as Democrats, more highly educated and have higher incomes than U.S. adults overall. Twitter users also differ from the broader population on some key social issues. For instance, Twitter users are somewhat more likely to say that immigrants strengthen rather than weaken the country and to see evidence of racial and gender-based inequalities in society. But on other subjects, the views of Twitter users are not dramatically different from those expressed by all U.S. adults.
  • The 10% of users who are most active in terms of tweeting are responsible for 80% of all tweets created by U.S. users.
  • Compared with other U.S. adults on Twitter, they are much more likely to be women and more likely to say they regularly tweet about politics.
  • ...2 more annotations...
  • The median age of adult U.S. Twitter users is 40, while the median U.S. adult is 47 years old.
  • Although less pronounced than these differences in age, Twitter users also tend to have higher levels of household income and educational attainment relative to the general adult population. Some 42% of adult Twitter users have at least a bachelor’s degree – 11 percentage points higher than the overall share of the public with this level of education (31%). Similarly, the number of adult Twitter users reporting a household income above $75,000 is 9 points greater than the same figure in the general population: 41% vs. 32%. But the gender and racial or ethnic makeup of Twitter users is largely similar to the adult population as a whole.
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