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Carri Bugbee

Facebook To Reward Links Shared In "Link Format" Over Those In Photo Captions - 0 views

marketingland.com/facebook-reward-links-97390

facebook links sharing

shared by Carri Bugbee on 28 Aug 14 - No Cached
  • Social giant says people click more on shared links when they're displayed using its own native link format
  • If you are doing things correctly and Facebook is maddeningly failing to pull up the picture or information as you think it should, meet your new best friend, the Facebook Open Graph debugger.
  • The Facebook Open Graph Debugger does this. Enter your URL, and Facebook will recrawl your page, meaning that your link format display will get refreshed based on whatever changes you’ve made. Just use the “Fetch new scrape information” option.
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

Influencer Unicorns: What Three Years of Data Tells Us About Picking Influencers | Mova... - 0 views

www.movablemedia.com/...s-us-about-picking-influencers

influencers influencer marketing analytics

shared by Carri Bugbee on 27 May 15 - No Cached
  • Many platforms and tools (Buzzsumo, Traackr, LittleBird, Tracx, Klout, etc.) try to identify and quantify influencer metrics such as: Relevance Reach/Audience Quality Engagement Activity
  • when a brand is working with an influencer the perceived potential (“I have 18 million followers!!!”, etc…) of the influencer to create great content and move an audience has surprisingly little to do with how well they perform at attracting an audience to their branded content.
  • We have found the most under-appreciated relationship is the third leg of the triangle: the relationship between the author and the brand, which are driven by both tangible rewards (fairness, upside) and intangible motivations (autonomy, reputation, and mastery).
  • ...9 more annotations...
  • Lets call this relationship “author alignment”.  When you get it right, you will occasionally get unicorns.
  • we provided our creators with the opportunity to earn royalties of $0.10 to $0.50 for unique visitors they moved to our branded sites over a three month window, with a cap on total performance.
  • Given incentives, the average influencer moved an average of ~500 additional monthly visitors to their content.
  • It became clear that one secret of the unicorns, the most effective and consistent influencers, was creating a kind of promotional permanence.
  • “being huge on Twitter” doesn’t truly equate to influence. The ephemeral nature of social media, and the incentives of the social media platform owners, means that even the biggest social media audience doesn’t  translate into an audience for the content an influencer creates. Promotional permanence is what drives outsized results, which means alignment is critical.
  • intangible incentives such as Autonomy, Reputation, and Mastery are fundamental to creating content that rises above the merely “good enough” for influencers
  • we have found that “unpaid influencer” costs often outpace the costs of the compensated approach due to missed deadlines, recruiting challenges, concessions to author autonomy, and mismatched expectations about the value exchange..
  • once tangible incentives are involved,  intangible incentives tend to be quickly forgotten.  Once a price is established, many marketers ignore intangibles completely, assuming the relationship more closely resembles the paid freelancer.
  • we have found that combining tangible and intangible incentives leads to a result that delivers substantial incremental value (an audience worth $200-$400 per article) over 90% of the time.
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