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Carri Bugbee

Why Denny's Sounds Like a Chill Teenager on Social Media - 0 views

www.entrepreneur.com/...244361

strategy social media

shared by Carri Bugbee on 28 Mar 15 - No Cached
  • "It's really all been rooted in [Denny’s] positioning as America's diner,” says Kevin Purcer, Erwin Penland’s director of digital strategy. "It's about… the little conversations that might not mean a lot at the surface level that you might have in a Denny’s booth with your friends and family. But, when you look back at your life, those might be the moments you enjoy the most."
  • “I think it's a voice… that's unique, slightly off-center, but very, very welcoming,” says Denny’s CMO John Dillon. “The kind of person you can literally sit down next to at a diner and have a conversation with."
  • "Nothing can substitute [team members’] intuitive knowledge of that audience and what people will and won’t respond to," says Purcer. “So, we have a lot of reliance on them as a front line, so to speak.”
Carri Bugbee

Infographic: New Study Suggests Brands Treat Consumers as Fans, Not Age Groups | Adweek - 0 views

www.adweek.com/...-friends-not-age-groups-167492

brands demographics

shared by Carri Bugbee on 18 Nov 15 - No Cached
  • Marketing in 2015 is about treating your audience as fans, not customers. We found that 63 percent of people wish brands treated them like a friend instead of a consumer, so it's important to understand the attitudinal and behavioral nuances of groups in order to do that well, and connect in a more intimate way."
Carri Bugbee

How to Create Relationships With Influencers | SEJ - 0 views

www.searchenginejournal.com/...156380

influencer marketing influencers

shared by Carri Bugbee on 10 Mar 16 - No Cached
  • Content creation is 80% promotion and 20% content creation. Part of that 80% is finding influencers.
  • Start out by contacting one or two that have the personality type you want to be associated with, a shared message, and that your audience would like.
  • Once an influencer sends their audience to you, work extra hard to keep the newfound audience engaged and coming back to you for more creative, influential, and authoritative content.
  • ...1 more annotation...
  • Give back to your influencer.
Carri Bugbee

Changing Your Loyalty Program? Be Prepared for a Potentially Brutal Impact on Your Bran... - 0 views

www.adweek.com/...rutal-impact-your-brand-170022

loyalty customer service loyalty programs

shared by Carri Bugbee on 11 Mar 16 - No Cached
  • Katie Hooper, managing director and vice president of strategy at HZDG, agreed: "As soon as you say you're changing your loyalty program, an instant skepticism emerges. When you make the reward harder to realize, it feels like something that's just helping the companies improve their revenue streams. We recommend telling customers how this is going to improve their daily life. Before, Starbucks was doing it really well by rewarding them based on frequency. It said they valued the customer no matter what."
  • Changes such as these actually could make your loyal customers less loyal, said Susan Cantor, president of Red Peak Branding: "It erodes good will. If you make a change, it needs to be more in line with previous customer expectations."
Carri Bugbee

Are Brands Taking Emojis Too Far? - 0 views

contently.com/...e-brands-taking-emojis-too-far

emoji emojis brands marketing

shared by Carri Bugbee on 21 Nov 15 - No Cached
  • it seems like brands are using emojis just for the sake of using emojis. But there are brands tapping emojis not for show, but for utility.
  • World Wide Fund for Nature, for example, worked the symbols into a Twitter fundraising campaign that encouraged consumers who routinely use emojis of endangered animals to donate to its conservation efforts. A user could sign up with WWF, and when the organization sent them a report of how many animal emojis that person used per month, they could opt to give to the campaign.
Carri Bugbee

Did Facebook's faulty data push news publishers to make terrible decisions on... - 0 views

www.niemanlab.org/...ke-terrible-decisions-on-video

video facebook Facebook ads

shared by Carri Bugbee on 18 Oct 18 - No Cached
  • News publishers’ “pivot to video” was driven largely by a belief that if Facebook was seeing users, in massive numbers, shift to video from text, the trend must be real for news video too — even if people within those publishers doubted the trend based on their own experiences, and even as research conducted by outside organizations continued to suggest that the video trend was overblown and that news readers preferred text. (Heidi N. Moore put many of these trends together in 2017, and her accounting is only strengthened by the new information that we’re seeing this week.)
  • The court case was unsealed this week, following efforts by organizations like the online publishers’ trade organization Digital Content Next to make previously redacted parts available to the public. I read the filing and pulled out some of the most interesting and relevant parts for news publishers below. I wanted to try to see whether Facebook’s active promotion of its video offerings might have influenced news publishers’ allocations of resources, and whether it is reasonable to allege that Facebook knew, as publisher after publisher laid off editorial staff and pushed into video, that that was misguided. I wanted to know whether people working in news organizations were fired based on faulty data provided by a giant platform that publishers believed they could trust.
  • Carri Bugbee on 18 Oct 18
     
    News publishers' "pivot to video" was driven largely by a belief that if Facebook was seeing users, in massive numbers, shift to video from text, the trend must be real for news video too
Carri Bugbee

Four reasons most marketing departments are stuck in 2010 - 0 views

www.businessesgrow.com/...arketing-departments-are-stuck

marketing departments agile marketing teams

shared by Carri Bugbee on 10 Jul 18 - No Cached
  • 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.
  • 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.
  • 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.
  • ...2 more annotations...
  • 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.
  • 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.
Carri Bugbee

Social media in 2018: Time to grow up or get out - Marketing Land - 0 views

marketingland.com/edia-2018-time-grow-get-236162

shared by Carri Bugbee on 30 Sep 18 - No Cached
  • Instead of complaining that you are being “forced” into “pay for play” on networks like Facebook, embrace the fact that social paid promotion is probably the most sophisticated marketing tool ever created.
  • There is a steep learning curve to doing it right, and the need for a regular investment of time to properly manage campaigns. Additionally, even for paid campaigns, you still need to have content that doesn’t trigger ad blindness. But the ability to target your messages to exactly the right people, and to creatively remarket to those who have already shown interest, is unparalleled.
  • There is a major side benefit to moving toward that kind of content, beyond just keeping you in the news feed: Truly engaging content is better for your business. It helps make your brand more respected and remembered. It develops positive feelings toward your business that help influence people when it’s time to make a buying decision.
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  • The lesson from the influencer marketing scandals of the past year is that using people who are influencers merely because of their follower count is a losing proposition. But that doesn’t mean influencer marketing is not valuable. The key is to seek out relationships with influencers who have truly earned their influence. You should be looking for people who have real respect, trust and authority in your industry, or in an area that at least relates to your industry. The pitch here is a genuine exchange of value, where you bring something to the table for the influencer (other than just a hefty check), and they contribute their sincere endorsement and amplification to their audience.
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.
  • ...2 more annotations...
  • 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

Facebook Is Giving Advertisers Access to Your Shadow Contact Information - 0 views

gizmodo.com/s-to-your-shadow-co-1828476051

facebook advertising ad targeting

shared by Carri Bugbee on 04 Oct 18 - No Cached
  • One of the many ways that ads get in front of your eyeballs on Facebook and Instagram is that the social networking giant lets an advertiser upload a list of phone numbers or email addresses it has on file; it will then put an ad in front of accounts associated with that contact information. A clothing retailer can put an ad for a dress in the Instagram feeds of women who have purchased from them before, a politician can place Facebook ads in front of anyone on his mailing list, or a casino can offer deals to the email addresses of people suspected of having a gambling addiction. Facebook calls this a “custom audience.”
  • You might assume that you could go to your Facebook profile and look at your “contact and basic info” page to see what email addresses and phone numbers are associated with your account, and thus what advertisers can use to target you. But as is so often the case with this highly efficient data-miner posing as a way to keep in contact with your friends, it’s going about it in a less transparent and more invasive way.
  • Facebook is not content to use the contact information you willingly put into your Facebook profile for advertising. It is also using contact information you handed over for security purposes and contact information you didn’t hand over at all, but that was collected from other people’s contact books, a hidden layer of details Facebook has about you that I’ve come to call “shadow contact information.”
  • ...6 more annotations...
  • when a user gives Facebook a phone number for two-factor authentication or in order to receive alerts about new log-ins to a user’s account, that phone number became targetable by an advertiser within a couple of weeks
  • I’ve been trying to get Facebook to disclose shadow contact information to users for almost a year now. But it has even refused to disclose these shadow details to users in Europe, where privacy law is stronger and explicitly requires companies to tell users what data it has on them.
  • To test the shadow information finding, the researchers tried a real-world test. They uploaded a list of hundreds of landline numbers from Northeastern University. These are numbers that people who work for Northeastern are unlikely to have added to their accounts, though it’s very likely that the numbers would be in the address books of people who know them and who might have uploaded them to Facebook in order to “find friends.” The researchers found that many of these numbers could be targeted with ads, and when they ran an ad campaign, the ad turned up in the Facebook news feed of Mislove, whose landline had been included in the file; I confirmed this with my own test targeting his landline number.
  • “I think that many users don’t fully understand how ad targeting works today: that advertisers can literally specify exactly which users should see their ads by uploading the users’ email addresses, phone numbers, names+dates of birth, etc,” said Mislove. “In describing this work to colleagues, many computer scientists were surprised by this, and were even more surprised to learn that not only Facebook, but also Google, Pinterest, and Twitter all offer related services. Thus, we think there is a significant need to educate users about how exactly targeted advertising on such platforms works today.”
  • There are certainly creepier practices happening in the advertising industry, but it’s troubling this is happening at Facebook because of its representations about letting you control your ad experience. It’s disturbing that Facebook is reducing the privacy of people who want their accounts to be more secure by using the information they provide for that purpose to data-mine them for ads.
  • When I asked the company last year about whether it used shadow contact information for ads, it gave me inaccurate information, and it hadn’t made the practice clear in its extensive messaging to users about ads
Carri Bugbee

Boeing is doing crisis management all wrong - here's what a company needs to do to rest... - 0 views

theconversation.com/store-the-publics-trust-114051

crisis communications crisis management crisis comms PR public relations

shared by Carri Bugbee on 25 Mar 19 - No Cached
  • A crisis creates a vacuum, an informational void that gets filled one way or another. The longer a company or other organization at the center of the crisis waits to communicate, the more likely that void will be filled by critics.
  • in the two days after the Ethiopian Air crash, Boeing made crisis communications missteps that may have a long-term effect on its reputation and credibility.
  • Silence is passive and suggests that an organization is neither in control nor trying to take control of a situation. Silence allows others to frame the issues and control the narrative.
  • ...3 more annotations...
  • Boeing has found itself playing defense to a storyline that suggests the company was more interested in profits than people in the rush to produce an aircraft that accounts for about a third of its revenue.
  • According to crisis communications scholar Timothy Coombs, corporate openness is defined by a company’s availability to the media, willingness to disclose information and honesty. Boeing failed in all three regards. And the few statements it has issued are chock-full of platitudes – such as “safety is a core value” – and lack meaningful information
  • . The best way to demonstrate its commitment to safety is not with platitudes but concrete actions that reveal openness and accountability. Research has shown that transparency and honesty are key to effective communication in a crisis.
Carri Bugbee

Beyond Momo: Why brands need to get ready for digital hoaxes | PR Week - 0 views

www.prweek.com/...ands-need-ready-digital-hoaxes

social+media social media public relations PR hoax

shared by Carri Bugbee on 10 Mar 19 - No Cached
  • "Whether it was true or not, this story broke and took off because of very legitimate concerns that exist in society about keeping kids safe online," points out Jeff Beringer, global head of digital at Golin. "When something generates this much conversation, media coverage, and responses from people in positions of authority like teachers, school administrators, and law-enforcement officials, brands have to sit up and take it seriously."
Carri Bugbee

3 key takeaways from the PR News Crisis Management Summit - 0 views

muckrack.com/...-news-crisis-management-summit

shared by Carri Bugbee on 05 Mar 19 - No Cached
  • Preparing for a crisis takes place long before a crisis actually occurs. “Act like a post-crisis company pre-crisis,”
  • “Build a solid brand narrative so that when people are googling your company it’s not just your crises news that comes up.”
  • "Build relationships before pitching, especially in a crisis. Have the foundation laid so that when the time comes you can have resources to utilize in the media," she says.
  • Carri Bugbee on 05 Mar 19
     
    Build a solid brand narrative so that when people are googling your company it's not just your crises news that comes up."
Carri Bugbee

Official Google Webmaster Central Blog: Help Google Search know the best date for your ... - 0 views

webmasters.googleblog.com/...search-know-best-date-for.html

google blogging blog post bloggers

shared by Carri Bugbee on 12 Mar 19 - No Cached
  • To help Google to pick the right date, site owners and publishers should: Show a clear date: Show a visible date prominently on the page. Use structured data: Use the datePublished and dateModified schema with the correct time zone designator for AMP or non-AMP pages. When using structured data, make sure to use the ISO 8601 format for dates.
  • Show when a page has been updated: If you update a page significantly, also update the visible date (and time, if you display that). If desired, you can show two dates: when a page was originally published and when it was updated. Just do so in a way that’s visually clear to your readers.
  • on’t use future dates or dates related to what a page is about: Always use a date for when a page itself was published or updated, not a date linked to something like an event that the page is writing about, especially for events or other subjects that happen in the future (you may use Event markup separately, if appropriate).
Carri Bugbee

Automation and the use of multiple accounts - 0 views

blog.twitter.com/...-use-of-multiple-accounts.html

Twitter social media

shared by Carri Bugbee on 21 Mar 18 - No Cached
  • Carri Bugbee on 21 Mar 18
     
    Do not (and do not allow your users to) simultaneously post identical or substantially similar content to multiple accounts. For example, your service should not permit a user to select several accounts they control from which to publish a given Tweet. This applies regardless of whether the Tweets are published to Twitter at the same time, or are scheduled/queued for future publication. As an alternative to posting identical content, you can Retweet content from one account from the other accounts you wish to share that post from. This should only be done from a small number of distinct accounts that you directly control. Please note that bulk, aggressive, or very high-volume automated Retweeting is not permitted under the Automation Rules, and may be subject to enforcement actions. Do not (and do not allow your users to) simultaneously perform actions such as Likes, Retweets, or follows from multiple accounts. For example, your service should not permit a user to select several accounts they control to follow a specified account.
Carri Bugbee

RIP Facebook Custom Audience Insights (for now), Northeastern's Bug Bounty Bu... - 0 views

www.aimclearblog.com/...ug-bounty-bullseye-workarounds

facebook audience insights advertising ads social media

shared by Carri Bugbee on 27 Mar 18 - No Cached
  • Facebook Connections Targeting, NOW the ONLY way to forensically slice audience psychographics. The good news is FB users who engage can be easily studied using free FB tools in Audience Insights, the API and subtractive campaign reach. Get a FB user to become a connection, like your page, use your app, engage with an event and/or any advanced combinations thereof.  THEN and only then can they easily be studied.
  • In the old days we didn’t have Custom Audiences, let alone the ability to study them. Still, we made major psychographic marketing strides. Remember the magic: Drive traffic from social psychographic targeting to your website. Keep track of that targeting and creative through UTM tags. Set Google, FB and any first-party cookies on your site. Because traffic came from very specific targeting, we KNOW what the audience is. No analysis required.
  • Carri Bugbee on 27 Mar 18
     
    Custom Audience reach estimate
Carri Bugbee

Instagram will show more recent posts due to algorithm backlash | TechCrunch - 0 views

techcrunch.com/...instagram-recent

Instagram feed

shared by Carri Bugbee on 23 Mar 18 - No Cached
  • Instagram isn’t quite bringing back the chronological feed, but it will show more new posts and stop suddenly bumping you to the top of the feed while you’re scrolling.
  • It should be more coherent to browse the app now that you won’t lose your place because your feed randomly refreshes, and there shouldn’t be as many disparate time stamps to juggle. Instead, you’ll be able to manually push a “New Posts” button when you want to refresh the feed.
  • “Based on your feedback, we’re also making changes to ensure that newer posts are more likely to appear first in feed” the company writes.
Carri Bugbee

Snapchat makes a bid for your parents, misses the point of Snapchat - The Verge - 0 views

www.theverge.com/...d-audience-parents-shitposting

snapchat snap advertising social media

shared by Carri Bugbee on 04 Apr 18 - No Cached
  • Snapchat as “a camera, where how you feel matters more than how you look,” while painting it as an easy way to take photos of messy babies and put dog ears on grandma.
  • As celebrities abandon ship and convince their followers to do so as well, Snap’s demonstrated interest in a broader, older audience feels more like a survival tactic than a useful promotion of a platform that launched six years ago.
  • It took the company a full five years to release any instructions whatsoever on Snapchat’s convoluted and often maligned user interface; and even then, it was buried deep in its IPO filing last year
Carri Bugbee

Facebook is secretly building LOL, a cringey teen meme hub | TechCrunch - 0 views

techcrunch.com/...facebook-lol

memes Facebook teens social media consumption

shared by Carri Bugbee on 18 Jan 19 - No Cached
  • After Facebook Watch, Lasso, and IGTV failed to become hits with teens, the company has been quietly developing another youthful video product. Multiple sources confirm that Facebook has spent months building LOL, a special feed of funny videos and GIF-like clips.
  • LOL is currently in private beta with around 100 high school students who signed non-disclosure agreements with parental consent to do focus groups and one-on-one testing with Facebook staff.
  • Facebook confirmed it is privately testing LOL as a home for funny meme content with a very small number of US users. While those testers experience LOL as a replacement for their Watch tab, Facebook says there’s no plans to roll out LOL in Watch and the team is still finalizing whether it will become a separate feature in one of Facebook’s main app or a standalone app. Facebook declined to give a formal statement but told us the details we had were accurate.With teens increasingly turning to ephemeral Stories for sharing and content consumption, Facebook is desperate to lure them back to its easily-monetizable feeds.
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