Frequently, my colleagues are surprised by my reluctance to join in the fanfare around emerging social media apps. They know me not only as a social media enthusiast, but also as someone who has spent much of the last several years helping advertisers leverage social media to grow their brands. As a result, I'm often confronted with looks of disappointment when I do not share in the market's enthusiasm about the newest apps. Just because I might enjoy the latest app to hit the market, doesn't mean it's ready to be included in a serious marketing plan.
Posted Sep 15, 2015
What would Thanksgiving be without the traditional turkey and a cornucopia of vegetables? In 2014, Del Monte was looking for a way to strengthen its ties to Thanksgiving in customers' minds-specifically, for its green beans. The company decided to implement a content marketing initiative, teaming up with POPSUGAR to create a branded portal for content, but it also wanted to amplify that content's reach. Additionally, Del Monte needed assistance with content creation.
Posted Sep 14, 2015
The idea of using celebrities as a means to promote a product isn't anything new. Remember the Wheaties box? Thirty years ago, getting on the Wheaties box was the pinnacle of celebrity endorsements. I still remember sitting at the kitchen table when I was eight or nine years old, eating my cereal and staring at a cardboard box with Michael Jordan's picture staring back at me. Later, when I was a teenager, the celebrity "Got Milk" ads became my favorite part of flipping through any teen magazine. Do you remember the Backstreet Boys milk ad? I do, and so do thousands of other digital natives. From TV, to radio, to print, celebrities ruled the marketing world.
Posted Sep 03, 2015
On Wednesday Facebook revealed it is testing out a virtual assistant. A few hundred people in the San Francisco-area who use the Facebook Messenger app are testing out the assistant, known only as M. Like Siri or Cortana, M can perform tasks--at least in theory--for users.
Posted Aug 27, 2015
Reelio, an influencer marketing platform that connects global brands with digital stars, announced that it has raised $5 million in Series A funding. The round was led by a global syndicate of investors in strategically important markets.
Posted Aug 20, 2015
While marketing automation is a hot topic across industries, many marketers are daunted by the complexities of combining customer journeys, content strategies, and dense technologies. Marketing automation technology allows marketers to generate and nurture leads with sequenced, segmented, and automated campaigns that deliver content at scale, with minimal intervention. Automation can be used to dynamically change content; test messaging; and sequence messages and notifications. As with any marketing initiative, the goal should always be focused on providing content that benefits your customers. Here are some of the simplest ways to use automation to generate and nurture leads now.
Posted Aug 20, 2015
As content marketing has grown, so has the availability of content recommendation tools that help social media managers keep their feeds full. Recently, Buffer and Swayy, two popular content recommendation tools, announced that they will be closing down their content recommendations. Users of those tools need not fear, there are others that can help keep your Twitter feed overflowing with helpful content.
Posted Aug 12, 2015
Communication is one of the most fundamental elements of any business plan or strategy. Knowing how to leverage the different communication platforms at your disposal is key to making real connections with your audience. Whether the medium is your business' website, a news release, or internal document, the key message is similar, but the purpose and language used will differ. Social media is no different, but like the other tools you are using it must connect back to your brand.
Posted Aug 07, 2015
NUVI, a solution for real-time social media listening and reporting, announced the release of Audiences, a product that provides access to Facebook's complete stream of anonymous and aggregated topic data. Data availability recently expanded from two countries and numerous languages to 55 countries in 121 different languages made accessible through NUVI. Before Facebook topic data, insights were drawn from limited public posts and focused on the volume of posts, what was being said and who was saying it, rather than why an audience was posting.
Posted Aug 06, 2015
I think back to when I first signed up for Facebook in 2004--how new it all was, how exciting. At that time, the social media site was trickling down through a handful of colleges and universities, starting in the ivy leagues, and slowly expanding to include my small college in southwestern Connecticut. The site was just for college kids, and people spent hours perfecting their profile pages. Now, 11 years and 1.19 billion users later, Facebook, and social media as a whole, has become so much more than just a place where college kids go to swap party stories.
Posted Aug 06, 2015
Kenshoo, a provider of agile marketing software, says the response of clients leveraging its support for Instagram advertising has been positive. Kenshoo's solution for Instagram enables marketers to reach more than 300 million monthly active mobile consumers via Facebook's popular photo sharing service. Kenshoo is among a select few Facebook Marketing Partners granted initial access to the Instagram Ads API.
Posted Aug 04, 2015
Starbucks is on a roll. The company, which has over 21,000 stores in 65 different countries, reported record net revenue of $16.4 billion for fiscal year 2014 (an increase of 11% from the previous year). The company that provides you with delicious (if pricey) coffee, as well as free Wi-Fi, is trying to provide you with something else -- a personal relationship. So far, the company seems to be succeeding.
Posted Aug 03, 2015
Google+ has been on social media life support for quite some time, but Google recently took another step toward dismantling the ailing network. In a blog post, VP of streams, Bradley Horowitz announced several changes to the Google+ experience, including that you will only need a Google account (not a Google+ profile) to use other services, like YouTube.
Posted Jul 28, 2015
Concert and sporting event attendees are most likely to share branded photos on social media, according to a new study conducted by the event marketing company Tagkast. In "The Most Social Events: What Brand Sponsors Need to Know in 2015," Tagkast analyzed the percentage of branded photos shared by consumers at more than 2,600 events in 2014 and 2015. Tagkast divided these events into two categories based on how likely consumers were to share their brand experiences to social media: events with a High Social Endorsement Scores and events with a Low Social Endorsement Scores.
Posted Jul 14, 2015
Facebook announced changes for both advertisers and users this week. According to a blog post, Facebook updated the controls for users' newsfeed. Meanwhile, the company changed the way it will charge advertisers.
Posted Jul 09, 2015
B2B brands have been playing catch up with consumer brands in social media for a few years, but the industry is picking up pace and social media is now an integral part of B2B content marketing strategy. Meanwhile, social networks like Facebook, Twitter, and LinkedIn are constantly changing - whether they are adding new features, creating new ad products, or partnering with technology firms to augment their services. There are several B2B social media and content trends marketers should watch.
Posted Jul 09, 2015
Pinterest, the visual bookmarking tool, announced that Adaptly, Inc. has been named an Ads API Marketing Developer Partner (MDP) and has developed software products for purchasing and managing paid media campaigns on Pinterest. Adaptly has integrated Pinterest advertising into its technology which will offer its clients the ability to plan, deploy, optimize, and report on paid media campaigns across Pinterest.
Posted Jun 23, 2015
In the publishing world, you want as many sets of eyes on your content as possible. Whether you're selling books or trying to get hits on your blog, you need eyeballs. Traditionally, you would prefer to "own" those eyeballs. This has been at the heart of tensions between content creators and companies such as Google for years. Publishers complain that Google is making money off of content it didn't create. Meanwhile, Google argues that without its search engine, no one would ever find the content that publishers are putting online. With the addition of social media to the mix, things have become even more complicated.
Posted Jun 23, 2015
LeadSift, a provider of social media intelligence solutions, announced that OMERS Ventures and Salesforce Ventures have invested in the company. The company says the investment will further product development efforts and fuel sales and marketing.
Posted Jun 18, 2015
Brand Embassy, a digital customer service technology firm, announced the launch of its new customer service platform. Brand Embassy's cloud-based SaaS brings digital customer service channels like Facebook, Twitter, Instagram, email, live chat, and discussion forums into one interface and then uses a variety of parameters like post influence and topic to intelligently route requests to the most relevant customer service agent. Brand Embassy also announced it has already signed up Vodafone, T-Mobile, and GE Money for its platform.
Posted Jun 09, 2015
Webs, the digital services business of Vistaprint, announced the availability of social ads on its flagship social media marketing tool, Pagemodo. With this new tool, small businesses can design, target, publish, and analyze ad campaigns on Facebook.
Posted Jun 04, 2015
Hootsuite, a social relationship platform, announced the launch of its Custom Education Program from Connect via Hootsuite: London. Hootsuite Custom Education offers organizations tailored social media training programs to develop employee competencies, increase employee engagement online, build brand advocacy, and mitigate social risk.
Posted Jun 02, 2015
If you have ever doubted the importance of content marketing before, now is the time to put your mind at ease. The phrase "Content is King" is by no means a myth, and now it is more important than ever. However, if by content you're thinking, "I'll have to get more articles out". Stop right there, as contrary to what you may think, a block of text does not sit well with the average user. Many brands have yet to experiment with anything other than written content, but there are alternatives to this that can help companies increase the heat on their content marketing game and fan the flames of consumer engagement.
Posted May 29, 2015
For many companies, "social video" is an enigmatic content format. However, Tania Yuki, founder and CEO of the social media marketing and analytics company Shareablee, believes brands simply need to look at social video as "designed to be consumed within ephemeral environments-easy to consume, fast to the point, involving some spectacle that makes it worth stopping what you're doing, and enjoying a brief immersive video experience." This definition separates social video from more evergreen formats, such as films or interviews.
Posted May 27, 2015
It's the time of year when companies are releasing their first quarter earnings reports, and Twitter is no exception. However, things did not go quite as planned when the earnings report was leaked 30 minutes before its scheduled release. More problematic, however, was the fact that earnings came in under Wall Street's expectations.
Posted Apr 30, 2015