Snapchat is at the mercy of competitors like Facebook and Google that can simply copy its products.Advertisers say Snapchat's unique selling point is that it is cool, new, and has created its own advertising "currency."But ad-buyers also need Snapchat to do more to prove its ads actually drive sales if they are going to commit meaningful budgets to the platform.
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shared by Carri Bugbee on 15 Feb 17
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Advertisers say Snapchat's unique selling point is that it's the cool, new thing - whic... - 0 views
finance.yahoo.com/...e-selling-point-140807285.html
snapchat brands advertising ads social media media buying
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the barrier to entry for new entrants is low, and the switching costs to another platform are also low. Moreover, the majority of our users are 18-34 years old.
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Users under 25, it says, visit Snapchat more than 20 times and spend more than 30 minutes on the app each day. It may have fewer users than its rivals, but, for now at least, they are highly-engaged
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The behavior on the app is very different as you want to focus more on shorter content, whereas on Instagram, people tend to watch longer videos."
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Snapchat says its vertical video ads are "as good as television" — and in some ways better — because users can choose to skip ads, swipe up to interact with them, and advertisers can use more granular targeting than TV. But with AdAge reporting in November that the average Snapchat video ad lasts less than three seconds and Snapchat counting a video "view" as soon as the video opens, it remains to be seen whether its ads are more effective than those on TV
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shared by Carri Bugbee on 20 Jan 12
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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
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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.
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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.
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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.
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Why Aren't There More Female CEOs In PR? - 0 views
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While women make up about 70% of the PR workforce, they only hold about 30% of the top positions in the industry.
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This raises the question, are big agencies losing talented women — some of whom start firms that ultimately become competition because of rigid policies?
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A recent study by Bain & Company found that 43% of women aspire to top management within the first two years of their position, compared with 34% of men. “Both genders are equally confident about their ability to reach a top management position at that stage,” reads a blog post on the research. “This suggests that women are entering the workforce with the wind in their sails, feeling highly qualified after success at the university level.”
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Research also indicates that men with stay-at-home wives tend to hold negative views of working women.
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Among these, women have a tendency to focus on building effective relationships as leaders. Meanwhile, men tend put their energy into demonstrating results of their work, according to a study that came out last year.
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We have so many women who are great at running accounts so management is reluctant to move them out of those roles,”
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Research tends to support theories that women don’t call as much attention to their own achievements. In fact, not only are women more likely to abandon these efforts because of negative feelings about self-promotion, they are more likely to encounter backlash for advocating for themselves.
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As part of the Lean In organization, Sandberg has also raised the issue of women taking on “office housework” like taking notes and planning meetings — tasks that don’t usually pay off neither financially nor with the corner office.
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“Everyone talks about mentorship — but what does that really mean? You have to be in the room, making decisions,” she says. “But that inner circle starts to narrow around that second or third tier. That’s where there must be gender equity. Something is wrong if there are all-male meetings at that level.”
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Adobe Q1 report: clickthrough rate up, cost per click down - Inside Facebook - 0 views
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cost-per-click (CPC) is down 2 percent year-over-year and 11 percent quarter-over-quarter, while clickthrough rate (CTR) rose 160 percent YoY and 20 percent QoQ. Facebook ad clicks overall were increased by 70 percent YoY and 48 percent QoQ. Impressions are up 40 percent YoY and 41 percent QoQ.
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Comments on ad posts are up 16 percent YoY and 40 percent QoQ; likes are down 4 percent YoY and shares are up 2 percent. Engagement on video is up 25 percent YoY and 58 percent QoQ, showing that auto-play videos haven’t been as toxic as feared. Video plays are up 785 percent YoY and 134 percent QoQ after auto-play videos were implemented in Q4. Nearly 1/4 of all video plays on Facebook happen on Fridays. Posts with images still gain the most engagement, though the percentage of engagement for photo, link and text posts are all down YoY. Posts with links are up 77 percent YoY and 167 percent QoQ, as Facebook has made great strides in making link posts more visual. Most impressions in Q1 came on a Friday, with 15.7 percent of all impressions. Sunday is the least likely day to receive a comment on a post. Facebook referred revenue per visit is up 11 percent year-over-year and 2 percent quarter-over-quarter. Facebook produces 75 percent of traffic to retail sites, up 2 percent year-over-year and 13 percent quarter-over-quarter. Facebook refers 52 percent of social traffic to B2B high tech sites, up 34 percent year-over-year.
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Brands Are Bypassing Influencers and Targeting Teens With Memes - Bloomberg - 0 views
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Big brands usually take their ad campaigns very seriously. But sometimes they don’t. In their latest attempt to win over the coveted Generation Z, companies from Uber to Netflix are laughing at themselves in sponsored memes, or funny vignettes, on Instagram.
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Meme accounts are a way for brands to reach a powerful audience that doesn’t consume media in the same way their parents and grandparents did. Gen Z, roughly between the ages of 7 and 22, is the biggest consumer cohort globally, with spending power to the tune of more than $143 billion in the U.S. alone. And while Instagram remains the most popular social platform among teenagers, Dino said meme accounts are one of the fastest growing parts of Instagram.
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shared by Carri Bugbee on 09 Nov 12
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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
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"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."
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"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?"
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"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."
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"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.
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shared by Carri Bugbee on 01 Sep 15
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6 Reasons Marketing Is Moving In-House - 0 views
hbr.org/...s-marketing-is-moving-in-house
in house marketing in-house marketing strategy ad agencies
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“The work is moving closer to where the customers are, where the responses can be more rapid and connected.”
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Another brand manager told me that many agencies are creating social spin-offs but they still operate like traditional ad agencies
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3. Continuity has become more important than campaigns. There’s a key difference between funding an ad campaign and supporting a social media effort.
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“Agency employees are stretched thin, and their ideas are too. It’s harder to invest in a brand and do a bang up, non-cookie-cutter job for a client when you have 12 other brands on your time sheet. Moving to the client side allows for more opportunity to really invest in one brand and watch it grow.”
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shared by Carri Bugbee on 10 Jul 18
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Four reasons most marketing departments are stuck in 2010 - 0 views
www.businessesgrow.com/...arketing-departments-are-stuck
marketing departments agile marketing teams
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Why are marketers stuck in 2010? There are four reasons:The crushing pace of technological change — A feeling of helplessness about the pace of change leads to uncertainty about direction, effectiveness, and even personal relevance as a marketing leader. Marketers rely on what they’ve always done because they don’t understand the changing world.
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Over-reliance on technology and automation — Today, marketing has become a glorified IT department. Marketing decisions are being made by statisticians and data scientists in ways that may increase efficiency – and maybe even sales leads — but drive us away from the heart of our customers.
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Organizational paralysis — Companies formed departments and teams years ago to work on social media, content, and other initiatives that don’t work like they used to. Becoming “locked-in” to marketing tactics that simply don’t work any longer might be due to outdated agency relationships, organizational resistance, cultural obstinance, lack of skilled leadership, relentless bureaucracy … or some combination of these factors.
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Tech is changing consumer behavior dramatically — The methods of product discovery, acquisition, and delivery have been revolutionized. Hyper-empowered consumers are less loyal, more informed, and less trusting of companies and brands than any other time in history. But many companies have not reacted to this reality.
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Competing effectively now and in the future will be less dependent on the classic “Four P’s of marketing” and more aligned with an ability to be nimble and adjust, adjust, adjust. This should be the most urgent priority at every company, but it’s just not happening in most places I encounter in my journeys.
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How Twitter Users Compare to the General Public | Pew Research Center - 0 views
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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.
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The 10% of users who are most active in terms of tweeting are responsible for 80% of all tweets created by U.S. users.
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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.
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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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How do you stop fake news? In Germany, with a law. - The Washington Post - 0 views
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“We work very hard to remove illegal content from our platform and are determined to work with others to solve this problem,” the company said in a statement. “As experts have pointed out, this legislation would force private companies rather than the courts to become the judges of what is illegal in Germany.”
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Germany officially unveiled a landmark social-media bill Wednesday that could quickly turn this nation into a test case in the effort to combat the spread of fake news and hate speech in the West.
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The highly anticipated draft bill is also highly contentious, with critics denouncing it as a curb on free speech. If passed, as now appears likely, the measure would compel large outlets such as Facebook and Twitter to rapidly remove fake news that incites hate, as well as other “criminal” content, or face fines as high as 50 million euros ($53 million). Chancellor Angela Merkel’s cabinet agreed on the draft bill Wednesday, giving it a high chance of approval in the German Parliament before national elections in September. In effect, the move is Germany’s response to a barrage of fake news during last year’s elections in the United States, with officials seeking to prevent a similar onslaught here.
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“The providers of social networks are responsible when their platforms are misused to spread hate crime or illegal false news,” German Justice Minister Heiko Maas said in a statement. The proposed law would apply only within German borders. But Maas said Wednesday he would press for similar measures across the European Union. A number of European countries have also sought to counter the fake-news scourge. The Czech Republic recently inaugurated a special unit charged with denouncing false reports. Should the German measure become law, however, experts say it would amount to the boldest step yet by a major Western nation to control social-media content. Depending on how obviously false or illegal a post is, companies would have as little as 24 hours to remove it.
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In addition to fake news and hate speech, the draft bill would target posts seen as inciting terrorism or spreading child pornography. Officials have cited a surge of hate speech across the Internet as a major factor behind the rise of far-right violence in Germany, including arson attacks at refugee centers and assaults on police officers.
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One of the companies most affected by the bill is Facebook, which has sought to sidestep such laws by taking voluntary measures to curb the spread of fake news. The company echoed concerns that the bill would wrongly foist upon corporations a level of decision-making on the legality of content that should instead reside with German courts.
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Rather than setting a new standard, officials also say they are simply forcing social-media outlets to comply with existing laws governing hate speech and incitement in Germany. Incitement and defamation laws here are far broader than in the United States; for instance, laws on the books forbid defaming German leaders and make denial of the Holocaust a crime.
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Mobile Sharing Growth Continues, Pinterest and Twitter Leading the Way - 0 views
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mobile platforms combined to account for 60% of total digital media time spent, up from 50% a year ago. And mobile apps accounted for more than half of all digital media time spent in May at 51%.
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mobile sharing is dramatically outpacing desktop sharing: in Q2, sharing from smartphones and tablets grew more than 30%, while sharing from the desktop declined 5%.
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Pinterest and Twitter have done the best job harnessing mobile users. While half of all shares on Facebook are mobile, that number jumps to 75% of shares on Pinterest and Twitter.
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Pinners are more active on tablets whereas tweeters flock to smartphones. Consumers also show different sharing behaviors depending on the operating system. Android users are more active on Facebook, whereas iOS users are more active on Pinterest and Twitter.
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Facebook is the place to share about politics and parenting, Twitter tends to be all about business and sports, and Pinterest leans heavily toward shopping.
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Pinterest and Twitter are still gaining – together, they stole just over 2% of Facebook’s share of social activity last quarter
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'You Need Editors, Not Brand Managers': Marketing Legend Seth Godin on the Future of Br... - 0 views
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But then there’s the whole obsession now with tying content to revenues—in other words, tracking whether people who are consuming your content will eventually buy something from you, and putting a hard number on each piece of content you create. Do you think that’s misguided? Oh, I think there’s no question it’s misguided. It’s been shown over and over again to be misguided—that in a world of zero marginal cost, being trusted is the single most urgent way to build a business. You don’t get trusted if you’re constantly measuring and tweaking and manipulating so that someone will buy from you.
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I don’t have any problem with measurements, per se; I’m just saying that most of the time when organizations start to measure stuff, they then seek to industrialize it, to poke it into a piece of software, to hire ever cheaper people to do it.
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There are constantly trends and fads on the Internet, and people make a good living amplifying them. But I think that industrialized content marketing is one of those fads, and it will end up where they all do: petered out because human beings are too smart to fall for its appeal.
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I think that it’s human, it’s personal, it’s relevant, it isn’t greedy, and it doesn’t trick people. If the recipient knew what the sender knows, would she still be happy? If the answer to that question is yes, then it’s likely it’s going to build trust.
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See, you are absolutely right here. When I think about how much money someone like Gillette spends, the question is: Why doesn’t Gillette just build the most important online magazine for men, one that’s more important and more read than GQ or Esquire? Because in a zero-marginal-cost world, it’s cheaper than ever for them to do that.
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I think part of the challenge is that we have to redefine what business we’re in. I think that most big companies come from the business of either knowing how to use TV advertising to build a mass-market product, or knowing how to build factories to build average stuff for average people. I think we have to shift to a different way of thinking.
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My new book, What to Do When It’s Your Turn, is all about the fact that what we get paid to do for a living is to expose ourselves to fear. That’s our job. If the people we work for aren’t up to that, then maybe we should go work somewhere else.
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There’s sort of a parallel there with the debate over the ethics and merits of native advertising. How do you feel about sponsored content? There are two kinds of native content: There’s content I want to read and content I don’t. If you’re putting content I don’t [want to read] in front of me, it doesn’t really matter how much you got paid for it—I’m probably not happy.
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Emojineering Part 1: Machine Learning for Emoji Trends - Instagram Engineering - 0 views
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It is a rare privilege to observe the rise of a new language. Instagram has always supported emoji, but they did not see wide adoption until the introduction of the emoji keyboard on iOS (October 2011) and on most Android platforms (July 2013). The graph below shows the percentage of text (comments and captions) containing emoji characters graphed over time
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In the month following the introduction of the iOS emoji keyboard, 10% of text on Instagram contained emoji.
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Having learned a good representation for emoji, we can begin to ask questions about similarity. Namely, for a given emoji, what English words are semantically similar? For each emoji, we compute the “angle” (equivalently the cosine similarity) between it and other words. Words with a small angle are said to be similar and provide a natural, English-language translation for that emoji.
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Using our algorithm, we find that many of our popular emoji have meanings in-line with early internet slang:
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Many clusters emerge: food emoji on the left, opposite the work emoji in the top right. Shoes (bottom right) are associated closely to handbags while bathing suits are closer to the water and marine animals (top left). Alcoholic drinks (bottom left) cluster together with bowling. Towards the center, we see a large clustering of facial expressions bordered by sadness, shock, laughter, happiness and coolness. As we travel downwards, we can see happy, love leading all the way the family and wedding emoji.
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On Instagram, emoji are becoming a valid and near-universal method of expression in all languages. Emoji usage is shifting the people’s vocabulary on Instagram and becoming an important means of expression: their use is anti-correlated with internet slang like “lol” and “xoxo.”
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A balanced view of using Snapchat for marketing - 0 views
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Problem number one: Building a relevant and engaged audience on Snapchat is difficult, compared to other social networks.
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Issue number two: Snapchat has its own vibe. It may be difficult for many companies to achieve Snapchat credibility without some help from the cool kids.
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the third issue is, the challenge of creating continuous, credible, snap-worthy content that disappears can be significant.
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it’s a social media cul-de-sac since there are no outbound links. Content goes in, nothing come out. And of course the content isn’t searchable, so even if you have a snappy success, you can’t build on that win and amplify it into the future.
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Early research also shows that Snapchat ads are ineffective. A study by Digiday showed that more than 90 percent of Snaphchat users abandons a 10-second ad in the first second
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nappers love this app for self-expression and connecting with friends — not for following company accounts (less than 1 percent “sometimes” watch branded Snapchat stories). If Snapchat makes its platform more business-friendly, it risks losing its appeal.
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Some brands are creating buzz by adding “Easter eggs” to the platform. An Easter egg is an inside joke or hidden feature. Here are some interesting Easter egg case studies in a post by Ryan Hoover.
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If your core demographic is under 30, you probably have to figure it out and maintain a presence even if the business benefits are unclear right now.
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shared by Carri Bugbee on 03 Sep 18
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How to A/B Test Your Influencer Marketing Efforts - 0 views
blog.lemonstand.com/r-influencer-marketing-efforts
influencer marketing influencer outreach Influencer
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what are some of the things you can A/B test with your influencer marketing campaigns? All the same things you test in your other channels…
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xperiment with different types of content and track which resonates best with their audience for your goal. For example, images may drive better social engagement, while videos are better for leads and signups. Alternately, you may find certain content performs better on some channels over others.
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Don’t forget all the types of content you have at your disposal – podcasts, live stream videos, tweets, Instagram Stories, webinars, long-form blog posts, short-form blog posts, and much, much more.
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you can provide the influencer with some pointers. Would you prefer they include keywords in the title of their product review blog to boost your SEO? How many hashtags do you want them to use, and are fans likelier to adopt shorter ones over longer ones? Should they use emojis? (The answer is almost always yes.) Which CTA performs better, “Save 15% off now with my promo code” or “Use my promo code now”?
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Speaking of promo codes, what learnings can you apply from sales you’ve run in the past? Does a percentage or dollar off amount drive more conversions? Does what works for sales on your own website work just as well in the context of an influencer promotion?
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Perhaps influencers’ fans are more excited about getting a free sample or trial instead of a discount. In this scenario, try testing free sample promotions with some influencers against discount offers with other influencers. Just be sure to choose influencers with similar audiences, industries, and/or locations to keep the other variables as similar as possible.
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A/B test the heck out of your influencer landing pages. Try different CTA button placements and colors, test removing the navigation, and see how personalizing the page for the influencer’s audience affects conversions.
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Not all your influencer marketing content is published by the influencer. Sometimes, as with the landing pages, you are using the influencers in your own content. A/B test the items under your branded control, too.
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if you feature an influencer in an email newsletter, is it best to call that out in the subject line, via the sender name, through a hero image at the top, or some combination of the above? Should you target different subscriber lists for different featured influencers
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In the college admissions scandal, Lori Loughin's influencer daughters are the real stars. - 0 views
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It’s not altogether clear whether the girls were aware of the scam, but they did appear to pose for pictures with rowing machines to be sent onto USC’s subcommittee for athletic admission. (Though the swindle seemed to work beautifully—twice!
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With a popular YouTube channel and two highly trafficked Instagram accounts between them, Olivia Jade and Isabella Rose are almost as popular online as their mom
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Now that the admissions scheme has been exposed, internet detectives are racing to rummage through the girls’ old social media posts and interviews, which are not in short supply, for newly incriminating or amusing material. And they are finding plenty, since the girls have been putting their lives online themselves for years—with nary a mention of an early-morning crew practice we can find.
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It’s pretty rich that she’s profiting off her dorm room when her parents had to bribe her way in! In a Teen Vogue interview from September, Olivia seemed to shill for Amazon again, without disclosing her arrangement with the company.
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The two beautiful, internet-famous daughters of a TV star who scammed their way into USC and continued to scam right on through it?
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shared by Carri Bugbee on 23 Apr 18
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Act fast, recover quickly-3 lessons from Starbucks' PR fiasco - Agility PR Solutions - 0 views
www.agilitypr.com/...-3-lessons-starbucks-pr-fiasco
crisis communications crisis management social media public relations PR social+media analytics Starbucks
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Don’t Just Apologize, Act They say actions speak louder than words, and the “they” in this scenario, are consumers on social media. When tracking conversations about the Starbucks apology and their announcement to close 8,000 stores in May, we found that there was much more social interest in Starbucks’ action than their carefully worded apology.
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71% of the conversation about the Starbucks apology was disgusted with it, as opposed to 38% of those discussing the actions were disgusted with that decision
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Both progressive and conservative affiliations use the hashtag #BoycottStarbucks the most. However, those with more progressive leanings are using the hashtag in response to the racial profiling incident itself, whereas conservatives are using the hashtag in response to Starbucks taking a stance against the employee for calling the police, stating that it was an overreaction to the incident. Conservatives are also rattled by the store closures in May.
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This may create ambiguity in how a brand should respond, given that there are two competing conversations happening here.
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Teens are ditching Facebook, study confirms - 0 views
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A new study has confirmed what we've long expected:Facebook is no longer the most popular social media site among teens ages 13 to 17. The Pew Research Center revealed on Thursday that only 51% of US teens use Facebook. That's a 20% drop since 2015, the last time the firm surveyed teens' social media habits. Now, YouTube is the most popular platform among teens, about 85% say they use it. Not surprisingly, teens are also active on Instagram (72%) and Snapchat (69%). Meanwhile, Twitter followed at 32%, and Tumblr's popularity (14%) remained the same since the 2015 survey.
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The survey discovered lower-income teens "are more likely to gravitate toward Facebook than those from higher-income households." The Pew study also found smartphone growth among teens has jumped significantly since 2015 - 95% of teens say they own one, compared to 75% in 2015.
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OCR_Coursework - 0 views
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Essay Points deliver best coursework writing professionals. Our professionals are very good in Coursework writing because they got training in this are, Visit our website to chose your assistant for CourseWork Writing. http://www.essaypoint.co.uk/services/coursework-writing/