editor, Author at Mediastreet

In News

Have you got the right personality for Facebook?

June 28, 2019 No Comments

By David Bradley

How do personality traits affect one’s use of the online social networking site, Facebook? That is the question researchers from Greece hope to answer in a paper in the International Journal of Internet Marketing and Advertising. The team surveyed 367 university students and analysed their answers concerning Facebook with the backdrop of different personality traits: extraversion, neuroticism, agreeableness, openness, and conscientiousness.

The team report that “agreeable individuals use Facebook to express their orientation to other people rather than to themselves,” whereas “extroverts use Facebook as a relationship building mechanism”. They add that neurotic people strive to bring out the best of themselves. Oddly, the personality traits of openness and conscientiousness do not seem to affect significantly Facebook use.

The bottom line is that extraversion is the main driver for Facebook use. Extroverts are heavy users and have more friends and interact with them and others at a higher rate. But, neurotic people also use it heavily to create a comprehensive and detailed profile of themselves to present to the public. There are limitations to the research in that those surveyed were students and some of them may well be aware of research into personality types and their use of social media, whereas the lay public would perhaps be less aware of such research. The obvious next step is to survey a wider group of people to reduce any inherent bias in the results.

Feature Image Credit: CC0 Public Domain

By David Bradley

Sourced from PHYS ORG

In News

The 6 Mistakes to Avoid When Building a Business Website (and What to Do Instead)

June 28, 2019 No Comments

By Jason Aten

Your website is often your first impression, and getting it right can make all the difference.

For many small businesses, a website is one of the very first things that make their business seem “real.” In fact, for the increasing number of small businesses that don’t have a physical storefront, their website serves as their primary first point of contact for new business.

Even if you have a physical location, more and more potential customers will engage with your business online before they ever do in person. The good news is that your website can help you reach customers you would never be able to reach in person. The bad news is, you’re probably screwing it up.

Here are 5 common ways small businesses mess up their website, and how to avoid them:

1. Not having a website at all.

If you’re not online, you don’t exist to most of your potential clients. A website is maybe your most important engagement point with a potential customer short of a face to face conversation. Even then, you can bet your potential customers are checking out your website before they ever have a conversation with you.

By the way, a Facebook page isn’t a website. There are a lot of reasons why Facebook isn’t an adequate substitute for a website, not the least of which is that you should think long and hard whether or not you really want access to your online presence to be entirely at the mercy of someone else (i.e.: Facebook).

2. Not making it easy for people to connect with you.

When visitors come to your website, there are a few things they’re looking for. They want to know who you are, what you do, and probably most importantly–how they can get in contact with you.

Make it easy for your customers, and potential customers, to reach you by including a contact page with the best way for them to connect with a real person. A lot of companies use contact forms, which is fine, but you’d be surprised how much more accessible you seem when you include your email address and/or a phone number (especially a phone number!).

3. Not keeping it up to date.

There’s nothing worse than a website that’s completely out of date. If the most current entry in your list of “events,” is 4 months old, you’re sending a message that you don’t really care much about anyone who comes to the page. Or, if your blog hasn’t seen a new post for more than a week or so, visitors start to wonder what happened to you.

Make sure your contact info is current (see #2), and if you are a retail establishment, make sure your website includes your current hours of operation. Think like a consumer, and make sure that any of the information they may be trying to find on your site is not only available but up to date.

4. Not knowing your target.

Your website should serve a purpose. For most companies, the purpose is to guide potential customers into a relationship with your business. Think about the things that matter to them and ignore pretty much everything else.

You are not your customer. You already understand your product, or your company, or whatever. Don’t use language that makes sense to insiders, unless your website is only for insiders. Consider every page, graphic, link, and text on your site, and be ruthless about making sure it is geared towards your target.

That means that calls-to-action (CTAs) should be clear and relevant to your potential customers. Remember that everything on your site should serve a purpose – connecting with your potential customers.

5. Designing it yourself.

Unless you’re a web designer it’s a really bad idea to design your own website. Sure, it’s easy–there are literally hundreds of inexpensive options to build websites–but that doesn’t mean it’s a good idea for your business.

If your website is really the starting point for the vast majority of your customers, it’s worth investing some time, energy, and money in getting it done right.

If you’re looking for real small business examples of what a professional can do for your website, check these out. I don’t know them, I’m just a big fan of their sites:

Find a partner that can help you evaluate the message you want to communicate, and help you craft a design that represents–and reinforces your brand. There’s a saying, “you can pay now, or you can pay later.” You can pay a designer now, or you can pay later in the hit to your brand. Focus on what you do best, and find someone who can help you communicate that with your target market.

6. Not making it mobile friendly.

Over 52 percent of all web traffic is from mobile devices. If your website design doesn’t adapt to mobile browsers, you’re missing the chance to reach half of your potential customers. At a minimum, you’re telling them you don’t really care about their business because you couldn’t be bothered to use one of the gagillion mobile-responsive themes available from basically every content management platform out there.

If you’re looking for a few examples of great mobile-friendly small business sites, here’s a few I love:

TBX Marketing Agency
Aten & Co Handcrafted Signs – (full disclosure: this is my wife’s site, but I practice what I preach)
Wharton Center for Performing Arts
Clove & Kin

My guiding principle of marketing is, “make it easy for your customer to do business with you.” Just like it’s important to make it easy for them to find the information they want, or contact you, make it easy for them to do both of those things from their mobile device. It’s more likely than not that that’s where they’re finding you anyway.

Feature Image Credit: Getty Images

By Jason Aten

Writer and business coach@jasonaten

Sourced from Inc.

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The business of the future is ethical, sustainable, and employee-owned

June 28, 2019 No Comments

By Eillie Anzilotti

Companies that lay out strong environmental goals and share ownership with their workers outperform all other businesses on all social impact measurements.

You may not know it, but when you’re buying clothes from Eileen Fisher, you’re buying from an employee-owned company. Fisher founded the company in the early 1980s, but instead of going public, she sold 30% of the company to her own employees in 2006 (they now own 40%). That’s helped her keep the brand’s principles aligned: Eileen Fisher was one of the first clothing companies to offset 100% of its carbon footprint, and it’s become a pioneer in advancing localized, sustainable production, setting itself on a path to use 100% organic cotton and linen by 2020.

In 2015, Eileen Fisher became a Certified B Corporation, completing one of the most stringent assessments of business as a force for ethical and environmental good. Because the company’s employees are partial owners and share the same commitment to ethics and sustainability, Fisher, who’s nearing retirement, feels confident that the brand will continue on in the same way after she leaves.

A new report from the Democracy Collaborative, a nonprofit that advocates for employee ownership structures, explains how the clothing company exemplifies a mission-led, employee-owned company: One in which employees, through their ownership stake, help drive the brand’s ethical commitment to environmental sustainability, social equity, or ideally, both.

According to the Democracy Collaborative’s Fifty by Fifty program, which has a goal of 50 million employee owners in the U.S. by 2050, there are around 45 such companies in the U.S. While big-growth brands, and the conglomerates that buy them up, tend to garner the most attention, the Democracy Collaborative’s new report makes the case that it’s the smaller, steadier companies that should attract the spotlight.

The intersection of a strong sustainability and ethical mission and employee ownership, says Sarah Stranahan, an associate at the Democracy Collaborative, represents the sweet spot for good business–and something more companies should be aiming to achieve. The Democracy Collaborative calls businesses at this intersection “next-generation enterprises” because they proactively address persistent problems, including income and wealth inequality, environmental degradation, worker exploitation, and lack of community accountability.

There are many companies built around one of the elements of a next-gen enterprise. Around 2,945 Certified B Corporations worldwide pass a rigorous assessment that requires them to demonstrate positive impacts across multiple categories, including environmental stewardship, workplace culture, and community benefits. There are also around 5,400 benefit corporations in the U.S., which follow a less stringent criteria. More than 6,000 companies in the U.S. have some kind of employee ownership model, whether that be an Employee Stock Ownership Plan, in which employees own a percent of a company’s stock, or a worker-owned cooperative, in which employees collectively own and govern the company (the former is much more common).

Both–especially compared to more mainstream, investor-owned companies–perform well by ethical standards. But the Democracy Collaborative got interested in measuring if employee-owned companies tended to perform better on environmental metrics overall. “Our hypothesis was that employee-owned companies, if they had a strong environmental mission, would perform better on those metrics than non-employee-owned firms with a strong environmental mission,” Stranahan says. The nonprofit B Lab collects data on the performance, across many metrics including environmental impacts, of B Corporations, so Democracy Collaborative was able to compare the results of employee-owned B Corporations to more traditionally owned B Corporations.

Their hypothesis was born out, Stranahan says, but only marginally. “But as we started doing this, we realized that we should look at their workers’ scores, look at their corporate culture scores, let’s look at their overall B scores and compare them more broadly,” she says. What Democracy Collaborative found was that employee-owned firms with a strong environmental and ethical mission consistently outperform all other businesses on all social impact measurements. In fact, 37 of the 45 employee-owned B Corporations that Democracy Collaborative identified were named in the Best for the World rankings in the past two years. Those firms include the Vermont-based King Arthur Flour, which merges sustainable sourcing with employee ownership; Amicus Solar, a cooperative network that builds out clean energy solutions while creating well-paying jobs and ownership opportunities; and of course, Eileen Fisher.

If we’re going to solve the dual crises of inequality and climate change, Stranahan says, companies have a substantial role to play. The employee-owned, sustainability-driven companies that Democracy Collaborative identified are paving the way, and could be the model for what a next-generation business should look like.

In News

These 3 Trending Tools Help Businesses Create Stunning Images and Video–for Free

June 27, 2019 No Comments

By Amanda Pressner Kreuser

A picture may be worth 1,000 words, but in content marketing, an eye-catching visual could also be worth millions of impressions.

Every day, over 500 million users consume Instagram stories, 1 million users scroll and double-tap and 95 million images are uploaded to the app’s feed.

According to Social Media Today, we only need 1/10 of a second to understand an image, but almost 60 seconds to read 200-250 words. To make your content stand out, you have to create visuals that are engaging, easy to scan and memorable.

Of course, everyone wants gorgeous social images for their feeds, but isn’t that….expensive?

It’s doesn’t have to be. At my content marketing company Masthead Media, we often help clients with smaller marketing budgets tap a powerful set of SaaS tools to create highly engaging images for Instagram, Facebook, and other social channels. These are three of our favorites-;and they’ll cost you next to nothing.

Canva

Canva (which recently became a startup unicorn) makes it easy to create visuals in minutes with very little experience and offers content marketers hundreds of templates, icons, layouts and more.

Need to design an Instagram story to promote your latest podcast? This app has hundreds of pre-sized graphics for every social media platform.

If you’re running a team that’s working on similar visuals for your brand, you can invest in Canva Work (for $10/month). The fee is small, but the reward is huge, giving you the opportunity to save your brand colors, create moving content and resize graphics from one platform to another with ease.

Adobe Spark/Sparkpost

With Instagram and Facebook stories on the rise and video content generating 80% more engagement than other content, Adobe Spark is a tool you need to become familiar with.

An Adobe product, Adobe Spark is its own suite of products – Adobe Spark Post, Adobe Spark Video and Adobe Spark Page – which offers marketers the best of both worlds: all of the tools that Creative Cloud has to offer, with no cost and user tutorial required.

The app is available all in one on the web, or in the three different applications on mobile. Whether you’re putting together a simple Instagram post graphic, creating a custom landing page or animating a short 10-second promo video, it’s effortless to make it happen at the desk or on-the-go with Adobe Spark.

When you create a free account to use the app, you’ll receive weekly newsletters from the platform with inspirational content and tips from the pros on how to make visuals that stand out. You can rely on templates or get creative, but either way, this app will take your graphics to the next level.

Crello

Free visual tools are a major timesaver (leaving more hours for tackling all of your emails!) but they’re only as good as the features they have to offer.

Crello, a less commonly-used platform, not only offers animation, video and image templates, but has an image asset bank of over 60 million choices that marketers can use to create beautiful graphics that fit their brand.

Even without access to a stock image library like Getty or Shutterstock, Crello allows you to create unforgettable visuals to complement your content.

Since four times as many people would rather watch a video about a product than read about it, according to Animoto, using Crello will ensure you reach four times the audience and engage customers with what your brand has to offer.

It can feel like an uphill battle trying to get your customers to engage with blog posts or long-form content, but over 50% of users watch video thoroughly, making visuals an easy way to engage an audience.

With all of these tools, you can increase your engagement without increasing your budget.

Feature Image Credit: Getty Images

By Amanda Pressner Kreuser

Co-founder and managing partner, Masthead Media@mastheadmedia

Sourced from Inc.

In News

Using Micro-Influencers to Drive Business in A Local Market

June 27, 2019 No Comments

By marismith

Influencer marketing has evolved rapidly over the last few years. In fact, influencer marketing has become such a key growth strategy for businesses that the industry is estimated to reach up to $10 billion by 2020.

For a long time, influencer marketing was mostly associated with big brands and celebrities. The landscape is changing and, as individuals invest in building niche communities on platforms like Instagram, Facebook and YouTube, businesses are beginning to recognize their value.

We are now seeing a new wave of micro-influencers leading the way, not only for the big brands but for small businesses looking to capitalize on the trend. 2019 Statistics show that 81% of all influencers are micro-influencers.

This has created a level playing field for small businesses with an opportunity to drive sales even in a local market.

In this article, I’m going to show you how you and your business can get started with micro-influencer marketing.

What Is A Micro-Influencer?

Just as it sounds, a micro influencer is a person that may not have the largest following on social media but the following they do have is highly engaged. This person has a lot of influence among their community and, as a result, that community is highly likely to listen and act when a value proposition is presented to them.

Eighty one percent of micro-influencers have between 15k and 100k followers but don’t let this deter you from partnering with audience sizes as little as 5000 followers. A report by Gartner L2 showed there is actually an inverse correlation between the number of followers and the engagement rate in Instagram influencers.

This highlights a critical factor in the success of micro-influencer marketing. It’s not just about the size of an influencer’s audience, the quality of the audience is just as important.

What are the benefits of working with a Micro-Influencer?

It’s A Cost-Effective Marketing Strategy

One of the biggest challenges that businesses face is finding their target audience and earning their attention. To do this exclusively in-house can be costly and extremely time-consuming. It can take months, if not years, to build an engaged audience who buys into your messaging and your product offering.

Micro-influencers have already done all the work. You have instant access to a highly-engaged, targeted audience. That’s hugely valuable especially in a local market.

While some micro-influencers still accept product in exchange for their endorsement, most now require compensation for their work.

The cost of influencer marketing varies greatly based on a number of factors including the influencer’s social reach, the type of sponsored content and the length/ frequency of your arrangement.

A report by Later (2018) stated 66% of businesses paid under $250 per influencer post, while 27% paid between $250 and $1000 per post.

Influencer Marketing Hub created an Instagram Money Calculator to help calculate how much an influencer’s post is worth. Whilst this shouldn’t be used to define an influencer’s compensation plan, it can provide a generalized overview. For the most part, micro-influencers will have their own media kits and pricing structures in place.

As a general guide, you can expect to pay anywhere between $75 and $2000 per post depending on the value that micro-influencer brings.

With that in mind, micro-influencers can be far more cost-effective than if a business were to grow organically by themselves.

Social Proof leads to Sales

Sixty one percent of consumers aged 18 to 34 have, at some point, been swayed in their decision-making by digital influencers.

Micro-influencers have already earned trust among their community. That social proof carries a lot of value when it comes to the follower making a positive buying decision.

Fullscreen, a global leader in social-first entertainment and branded content, partnered with leading social analytics firm Shareablee, to analyze 31,000 influencers. In their report, they discovered 22% of 18-34 year-olds have made a large purchase after seeing an online influencer endorsing the item. With the right micro-influencer(s) working with you, this strategy has the potential to generate large returns on your investment.

Influencer Marketing is Scalable

Micro-influencers act like your own marketing and sales team combined. They have their own audiences and they know what works in terms of engaging and converting that audience into sales. Brand campaigns driven by micro-influencers are estimated to create 60% higher engagement rates.

Micro-influencers don’t require the management of an inhouse team and they already have a community of warm leads. Deploying effective marketing campaigns and consistently generating leads are two of the biggest challenges small business owners face, which makes micro-influencers a huge asset to small businesses especially on a local level.

Influencer marketing is scalable. While it requires a financial investment, the right micro-influencers will quickly generate a return and dramatically build your brand’s awareness and reputation.

How to Get Started Working with Micro-Influencers

Getting started with micro-influencers is simple but not always easy. Here is a basic checklist for you to follow:

1. 1. Create a strategic plan with clear objectives you want to achieve.
  2. Make a list of potential micro-influencers to start exploring.
  3. Reach out to start building a relationship. Make sure your approach is very win/win as the micro-influencer may receive numerous invitations to partner with brands on a regular basis.
  4. Invite the micro-influencer to consider collaborating with your business.
  5. Draw out a written plan with clear terms and conditions to protect both parties.
  6. Set a time period initially to establish success markers.

This sounds straightforward, but it does require a lot of work and there are a few best practices to follow.

Best Practices for Micro-Influencer Marketing

1. Find Relevant Influencers

It’s really important to keep your end goal in mind when it comes to finding influencers with whom you can partner. You’re not looking for just anyone, even if they have an engaged audience. It has to be the right demographics that fit your target audience.

Positioning is key. You are looking for local influencers who have a loyal following that matches your target market.

This way, when the influencer presents your business and call to action, you are going to see some traction and a profitable return on your investment.

The easiest way to find relevant influencers is to spend time researching the platform on which you and your audience is most active. Search locations, hashtags and mentions to find out where the conversations are happening. Once you find potential micro-influencers, monitor their profile and their interactions closely. Look for the quantity but more importantly the quality of engagement on each post.

By investing time up front, you will ensure that you find micro-influencers that are a good fit for your business. Not only will it save you time long-term, it can save you a lot of money working with people who aren’t a fit and perhaps don’t carry the influence you initially thought.

2. Ensure the Authenticity of Micro-Influencers

As influencer marketing has grown, so have the number of companies looking to capitalize on the trend. In 2018, the extent of influencer fraud was exposed as thousands of accounts were found to be buying likes, follows and engagement to appear as though they had gained influencer status.

Captive8 reported that of the $2.1bn spent on influencer-sponsored Instagram posts in 2017, more than 11% of engagement on those posts was generated from fraudulent accounts.

This is a big problem. While technology companies are working to combat this by launching AI-focused tools, influencer marketing fraud still remains a huge issue.

Ninety percent of Marketers believe proving authenticity is critical to the future of Influencer Marketer.

For you, as a reputable business, it’s imperative that you do your research and establish the validity of an influencer before jumping into a relationship with them.

Monitor their account, check the quality of their audience and their engagement. Look for sponsored posts and how the traction gained in quality likes and comments.

When reaching out, ask for case studies and past results that you can cross-check. Also ensure that the micro-influencer is following FTC Guidelines.

It’s important to keep in mind that micro-influencers want to ensure the authenticity of your brand and products. Influencers promote what they trust. Take time to share with them and provide samples when appropriate. Micro-influencers have earned a loyal audience and protecting that audience is their responsibility.

3. Measuring the ROI of Micro-Influencers

One of the biggest challenges for businesses investing in micro-influencers is measuring the return on investment. As a business owner, you want to know that your marketing strategy is working and delivering results.

Eighty five percent of marketers say engagement data is the biggest metric of success for influencer marketing. Forty six percent of marketers are using product sales to measure the success of influencer marketing.

Both are valid measures. These are three key areas you want to track:

1. 1. 1. Engagement:cThis is typically measured in new followers, likes, comments, shares, mentions, and all other forms of engagement with your business as a result of working with a micro-influencer. The return here is in brand awareness and growth. You should see a spike in engagement each time the micro-influencer shares your brand. This is a simple way to visually see the impact your micro-influencer has.
    2. Content: This metric is made up of comments, shares and sentiment of the paid posts. It helps establish whether the content fits with the audience and the objective. This may be an indication to try a different type or style of content that may resonate better.
    3. Sales: You can track this by providing affiliate urls, influencer exclusive discount codes and monitoring google analytics so that you can measure the sales each micro-influencer has brought to your business.

If you’re a small business owner, micro-influencer marketing can offer a lot of value and certainly has the potential to drive big sales in your local market. It just takes the right research, the right influencer, and the right partnership.

By marismith

Often referred to as “the Queen of Facebook,” Mari Smith is considered one of the world’s foremost experts on Facebook marketing and social media. She is a Forbes’ Top Social Media Power Influencer, author of The New Relationship Marketing and coauthor of Facebook Marketing: An Hour A Day. Forbes recently described Mari as, “… the preeminent Facebook expert. Even Facebook asks for her help.” She is a recognized Facebook Partner; Facebook headhunted and hired Mari to lead the Boost Your Business series of live events across the US. Mari is an in-demand speaker, and travels the world to keynote and train at major events.

Her digital marketing agency provides professional speaking, training and consulting services on Facebook and Instagram marketing best practices for Fortune 500 companies, brands, SMBs and direct sales organizations. Mari is also an expert webinar and live video broadcast host, and she serves as Brand Ambassador for numerous leading global companies.

Web: Mari Smith or Twitter: @MariSmith

Sourced from Bank of America

In News

Digital advertising smashes $100 billion level

June 27, 2019 No Comments

By Todd Smith

Digital ad spending in the United States exceeded $100 billion for the first time last year, according to the latest Internet advertising report from the Interactive Advertising Bureau and PricewaterhouseCoopers.

Specifically, total domestic spending reached $107.5 billion, a 22 percent increase from 2017. Mobile advertising has become increasingly dominant, growing 40 percent year-over-year, to $69.9 billion. And video ad spending grew 37 percent to $16.3 billion.

In the past, mobile ad spend has lagged behind time spent on those devices. But now, “that parity is almost being reached. Eyeballs are being followed by dollars,” said Sue Hogan, the IAB’s senior vice president of research and measurement.”

PwC partner David Silverman acknowledged that this leads to an obvious follow-up: Once ad dollars catch up to consumer attention, will growth slow? In Silverman’s view, “the industry has found ways to evolve” in the past, and it will again.

“There’s other shifts that are occurring now,” he said, thanks to growth in digital audio advertising (up 23 percent to $2.3 billion), as well as other areas such as out-of-home advertising and designing ads for new devices.

One of the recurring concerns about the digital ad industry is its dominance by Facebook and Google. While the IAB report doesn’t single out specific companies, it does measure concentration in terms of how much spending is going to the top 10 ad sellers. In 2018, those sellers collected 77 percent of total spending — the IAB says the percentage has fluctuated between 69 percent and 77 percent in the past decade.

As for the effect of GDPR and other privacy regulation, Silverman said, “It certainly will have a significant impact, particularly on the use of data and AI in making advertisements more relevant and more effective,” but he suggested it’s too early to say precisely what the financial impact will be.

Hogan suggested that the California Consumer Protection Act could be more influential on U.S. ad spend. The IAB (which is a trade group representing online advertisers and publishers) has been advocating for federal regulation, rather than a state-by-state approach.

“I hope that we don’t get to the point where it becomes a strain on the industry,” she said. “I think more and more education is needed around that.”

New Orleans Times-Picayune entire staff laid off

The entire staff of The Times-Picayune in New Orleans is being laid off after the paper was sold to The Advocate, a rival newspaper.

The layoffs will impact all 161 staff members at the Times-Picayune, including 65 editors and reporters, according to a WARN (Worker Adjustment and Retraining Notification Act) filing with the Louisiana Workforce Commission as reported by the New York Post.

Advocate Publisher Dan Shea told the Post he planned to rehire an undetermined number of Times-Picayune staffers before combining the two publications in June as a daily paper and leveraging the nola.com website.

John and Dathel Georges, owners of the New Orleans Advocate, purchased the Times-Picayune and its nola.com website from Advance Publications for an undisclosed price.

The two newspapers have been strong competitors for nearly two centuries, with The Times-Picayune first publishing in 1837. The Advocate traces its roots back to 1842.

The Times-Picayune has experienced challenging times in the past few years. The Post reported its weekend circulation of 88,538 falling well below its circulation of 257,000 before Hurricane Katrina hit the city in 2005.

The layoffs reinforce the difficult positions of many giant media companies in today’s digital world. Media layoffs hit a 10-year high last year, with nearly 15,500 jobs being axed in 2019. Several other media outlets – Vice, BuzzFeed and Huffington Post – have all slashed job this year.

PR Pros Say Media Relations Still Very Important Skill

PR News and its Media Relations Working Group – composed of 23 media relations and communications folks, surveyed PR pros during March and April 2018 to gauge attitudes about media relations today and the future.

More than 400 responded to questions about the difficulty of obtaining media coverage, the importance (or not) of media relations and earned coverage in an age of social media influencers and brand-created content. The survey also allowed respondents to describe new tactics they have adopted to boost media relations efforts. Nearly 300 did.

A majority of PR pros (84 percent) are upbeat about the future of traditional media relations, where practitioners pitch stories and other ideas to media, hoping it results in coverage, according to PR News. By the way, 84 percent was by the far the largest response to any question in the survey.

Blockbuster Mic | Doris Day Was the Hollywood Brand in 1960s

Doris Day, the famous movie actress whose electric personality and golden voice made her America’s top box-office star – and Hollywood brand queen in the early 1960s – died earlier this week. She was 97 years-young!

Day began as a big band singer, and from the start had the Midas touch! One of her first records, “Sentimental Journey,” sold more than a million copies, and she had a string of other hits before her meteoric movie career took flight.

She starred in nearly 40 movies that began with “Romance on the High Seas” in 1948 through “With Six You Get Eggroll” in 1968. On the Silver Screen she transformed from cute girl roles in the 1950s to more sultry comedies that brought her four first-place rankings in the yearly popularity poll of theater owners, a feat equaled by no other except Shirley Temple.

Following “Pillow Talk,” which won Day her only Academy Award nomination, she was called on to defend her virtue for the rest of her career in similar but lesser movies, while Hollywood turned to more graphic sex movies.

By the time she retired in 1973, after starring for five years on the hit CBS comedy “The Doris Day Show,” Day had been dismissed as a goody-two-shoes, the leader of Hollywood’s chastity brigade,

Day, however, was a trailblazer, one of the few actresses of her era to play women who had a real profession, and her characters were often more passionate about their career than about their co-stars.

In 2011, three years after she received a lifetime achievement Grammy Award, Day surprised many by releasing her first album in nearly two decades, “My Heart,” which featured mostly songs she recorded for “Doris Day’s Best Friends” but never released commercially.

Day was a pioneer, trailblazer and Hollywood brand champion who brought bravery, pizzazz and luster to the Silver Screen!

By Todd Smith

TODD SMITH is president and chief communications officer of Deane, Smith & Partners, a full-service branding, PR, marketing and advertising firm with offices in Jackson. The firm — based in Nashville, Tenn. — is also affiliated with Mad Genius. Contact him at [email protected], and follow him @spinsurgeon.

Sourced from Mississippi’s Business Journal

In News

The future of social media marketing

June 26, 2019 No Comments

By Alex Packham

Social media started out with Myspace and Bebo (oh the nostalgia) before graduating to platforms such as Twitter and Facebook. Here we are now in 2019, ‘hashtagging’ and ‘storying’ like it’s nobody’s business.

What’s next for the social media industry?

1. A shift in focus: less on feeds, more on private messages

The feed is such an integral part of social media networks that it could never just vanish overnight. Regardless, people are using social media more and more as a way to get in touch with people and have instant message conversations.

To remove the feed entirely could be problematic though. The feed is the main source of incoming for many social media networks as most people will spend their dwelling time here. It’s also used as a key space for advertising. With visual formats such as Stories and Facebook Watch gaining speed, it’s likely that advertising will inhabit these forms in the absence of a feed. After all, IGTV is in the midst of discussions on adding advertisements to the content as we speak.

We have no doubt that the feed will start to play a smaller role in the growth of social media networks, but it’s here to stay for a long while yet.

2. Despite numerous industry worries, influencers aren’t going away

2018 / 2019 has been a tricky time for influencers with a lot of bad press and finger-pointing documentaries. However, not all influencers are deserving of the bad rep.

Influencers who are troublesome in the industry will become extinct over the next few years. Their followers will lose trust and begin to diminish, while brands will ‘wise-up’ to influencer red flags and learn how to find influencers who will work more effectively with their brand.

Although social media networks are still likely to be saturated with #ad and influencers galore, it’s not really the end of the world. If trustworthy and authentic influencers are all that reminds then the odd paid promotion will be much less problematic than it is today.

One trend we expect to see more of very soon is brand marketers educating themselves more about the influencer marketing supply chain. This will enable them to only work with influencers who promote their brand effectively and actually sell their product. Watch this space for further developments.

3. Brands will be making more of an effort to plan their content and be more consistent across channels

As social media continues to be an incredibly saturated space, the quality of content must also rise.

Brands that are smart will invite a social media specialist to take a look at what they’re currently doing, as well as give advice on where social media (and the internet in general) is headed. This will enable them to get a leg-up on future trends and plan ahead for the next five years.

Brands not able to identify what works for their business will lose customers to their competitors.

Plan, execute, analyse and repeat what works.

4. Small communities will trump big networks for most businesses (even more than they already do)

We all know that Facebook Groups and messaging apps have become so very popular over the last couple of years as a way to unite people with similar interests in thousands of niche topics. Whatever your tipple, there’s a group for it, filled with like-minded individuals posed for a heated discussion.

The general public is bored of seeing the same story over and over again. But having the context of a group changes things. A post about a new coffee shop only becomes interesting and relevant to you when it’s posted within a Facebook Group specific to your location.

Furthermore, the average person is usually more comfortable participating in conversations and sharing opinions within a smaller community, without fear of judgement from the entire world wide web. This ‘safe space’ atmosphere will continue to help groups become a hub of activity and engagement.

One thing that won’t change is that social media is the cheapest, fastest and the most scalable marketing channel available to most companies. That isn’t going away, period.

Welcome to the next five years of social media marketing.

By Alex Packham

Sourced from The Drum

In News

The Future of B2B Content: Data-Informed, Interactive, and Influential

June 26, 2019 No Comments

By Lee Odden

Before starting on any new marketing initiative or trying a new tactic, B2B marketers need to answer and essential question: Why?

While most B2B marketers won’t admit it, many still practice some “spaghetti/wall marketing” wherein each year they throw new digital tactics “against the wall” to see what sticks without really knowing why a tactic would work for their audience over another.

This is not to say that you should slow down on innovating and trying new things. But it’s important for success to be strategic and test. I challenge marketers to do more research around customer insights and preferences so that any changes they make are driven by data and informed hypothesis—rather than simply trying new things just to see if they will work.

Focusing Your Data Lens

For content, we focus on three types of customer data:

Discovery: Where, when, and how buyers find information that helps them identify a solution.
Consumption: Preferences for channels, content types, topics, formats, devices, and experience.
Action: What triggers will motivate the desired action.

With buyer discovery, consumption, and action metrics, you’ll know how to create awareness, great customer engagement, and compelling offers that matter to your customers. And you’ll always know which approach to use to improve your marketing because it will be customer driven.

A New View of Content

What does that customer driven content look like in today’s landscape? It’s data-informed. It’s interactive. It’s influential.

For example, client Prophix provides Corporate Performance Management (CPM) software in an industry not known for exciting marketing. With an understanding that B2B buyers are also consumers, they decided to launch campaigns that would go beyond educating buyers to “info-taining” them.

To create a standout content experience for their annual report for the financial planning and accounting industry, they brought together financial industry influencers with an interactive online game. The quiz-themed game asked questions using data from the report as well as from the influencers who were represented as avatars within the game.

The creative element to the content plus the collaboration with trusted industry experts drove performance of this program above and beyond expectations, beating the benchmark for asset views by 600%.

With a taste for what interactive content and working with industry influencers for content and promotion can do, Prophix followed up with another campaign featuring a simulated voice assistant named Penny.

An interactive microsite highlighted the intersection of finance and artificial intelligence with Penny as the guide. By interacting with Penny, users were able to access a group of influencers that provided their expertise via audio and text. The microsite had 189% more views than the benchmark and 642% more engagement.

By taking what is often called “boring-to-boring” content and packaging it as an interactive experience with trusted experts providing useful information, Prophix was able to realize their “new lens” of marketing as something that was beyond a shiny object. It was effective marketing.

An Eye to the Future of B2B Marketing

B2B brands are increasingly investing in interactive influencer marketing to engage with industry influencers and co-create content that is packaged with brand content in an experience that is engaging for influencers and buyers alike.

The sheer volume of information and media that confronts people in the business world is overwhelming and often pretty boring. Creating compelling experiences with interactive content is one way to stand out, differentiate, and optimize for effectiveness. At the same time, buyers don’t trust advertising or brand marketing messages. Co-creating content with trusted experts brings credibility and interest to the brand message.

My upcoming presentation at the 2019 Clever Content Conference in Copenhagen, Denmark will help B2B marketers understand how to “break free of boring marketing” by exploring the top interactive formats, best practices for influencer engagement and case studies featuring mid-market and large enterprise B2B brands doing interactive influencer marketing right. Learn more about my Break Free of Boring Marketing presentation here.

By Lee Odden

@LeeOdden is the CEO of TopRank Marketing and editor of Online Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he’s the author of the book Optimize and presents internationally on B2B marketing topics including content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he’s likely running, traveling or cooking up something new.

Sourced from Top Rank Marketing

In News

Most Effective Social Media Marketing Tactics for Small Business in 2019

June 26, 2019 No Comments

By Stephen Forde

Social media has turned out to be a powerhouse for the data on the internet. Social media marketing as a concept is getting popular and trending day-by-day. It enables small businesses to engage their customers, interact with them, and reach a vast network of potential customers in lesser time.

The majority of businesses do social media marketing on an ad-hoc basis. They know they should do something engaging about social media, but they really don’t understand where they exist and what they should do. If you are not attracting the desired customers, sales and leads even by using social media, then there may be the reason behind you’re not using the right social media strategies. So, in this article, we’ve summarized the most effective social media trends, strategies & tactics that will help you grow your small business in 2019.

Boost Your Small Business in 2019:

Before we move ahead, it’s worth pointing out there is no fixed approach that will work for everyone. The key is in finding the right one for your business. The one that is more likely to align with your targeted audience in a limited period of time is social media marketing. Social media marketing is not as complicated as it seems if you know the right strategies and tactics.

If you can master its insider secrets, you are good to go. Using social media to market your small business will not only help you get more money from your existing customers but also help to acquire new ones. However, failures to have an effective social media strategy can be harmful to your small business.

While you may not think of the lack of social media presence is always having a great impact on you today, it will eventually be laid down your business to a distorted path. So, don’t wait until it’s too late, get started today with the latest social media trends & tactics.

Follow Social Media Marketing Tactics we’ve outlined below & set your small business up for sustainable growth.

Create Engaging Profiles on Different Platforms:

If you have an account on Facebook, that you are headed in the right direction. But Facebook alone won’t be enough to grow your small business. You need to make a strong social media presence on top-rated platforms, including Instagram, Snapchat, LinkedIn, Twitter, YouTube, etc. Before you rush to create profiles on these channels, it’s important you understand your targeted market analyzes the latest Social Media Trends.

Regularly Post Content:

Once you have made an engaging profile of the different social media, your next task is to post quality content on a daily basis. Suppose if someone stumbles upon your page and your recent posts about 2 weeks ago, then they for sure no longer will follow you on that platform. So, you have to do regular social media optimization as it is the best opportunity for you to stand out from the crowd. Each time you update new content, it reminds your follower that where your brand exists and how it can be so helpful for your small business

Build Relationship with Social Influencers:

When it comes to social influencers, celebrities & athletes will quickly appear in your mind. But partnering with athletes or celebrities may won’t fit within the marketing budget for your small business. So, you should search for social influencers who are more cost-effective than an athlete or a celebrity like micro influencers. Micro influencers have stronger engagement matrices with their followers and can increase productivity in an enhanced and faster manner.

Employ Automation Tools:

We know how you are feeling right now that everything we discussed above is time-consuming. But as an owner of small business, you need to manage multiple tasks throughout the whole day. And at the end of the day, you’re left with no more working hours to plan for the next day. This is where automation tools can help you out. Automation tools will enable you to schedule your posts in advance. You just need to take time once at the start of your week to set the date and time for your posts in the future.

Motivate User Generated Content:

This Social Media Marketing trend will help you build a strong presence and optimum brand awareness in a few clicks. Your small business can be exposed to a wider audience. Anybody who follows people who enter the contest will see your brand/products being promoted, even though if those people don’t follow you. So, user-generated content is the best way to get more followers and then turn those followers into potential buyers.

Give People a Reason to Follow you:

In order to run a small business, you need to have strong social media visibility and followers. Without these two, nobody is going to follow you. Once you made your strong social following, it will be easier for you to convert your followers into potential customers. Because people are more likely to buy things, that they follow on social media. So, organize a contest, give discounts and promote flash sales.

Conclusion:

To stay at the top of the competitors, you need to make use of social media marketing tactics, no matter your business is small or large. Just having a Facebook account isn’t enough to boost your small business worldwide. It requires a strong web presence on highly usable platforms that people like to use. So, you just need to post fresh content daily on your social media accounts, give consumers the discount, sales offer and maintain relationships with the industry’s leading influencers. Best of all, following the right trends can give your small business a good turnover and excellent ROI.

Feature Image Credit: LoboStudioHamburg / Pixabay

By Stephen Forde

Stephen Forde is the CEO of Media Fortress, a digital marketing & web hosting firm. He helps clients grow their web visibility through all aspects of digital marketing.

Sourced from Irish Tech News

In News

Quartz is shutting down its Quartz Brief mobile app July 1

June 25, 2019 No Comments

By Max Willens

Quartz Brief, the award-winning news mobile app, is being put out to pasture so the digital news publisher can focus more on a newer one launched in the fall.

Digiday has learned that Quartz plans to shut down the Quartz Brief, the chatbot-style mobile app launched to great acclaim in 2016. The app will shut down July 1. Adam Pasick, who headed up editorial operations for the app, as well as the Quartz Daily Brief, one of Quartz’s flagship newsletters, left for a job at The New York Times in May. A spokesperson said Pasick’s departure had no bearing on the decision to shut down the app.

The Brief, which earned the adoration of media watchers but never managed to grow a large-scale audience, is being shut down at a moment when Quartz is devoting more resources to driving consumer revenues; Quartz launched a membership product in November, which costs $14.99 per month or $150 per year, as well as a new mobile app modeled after NewsPicks, the mobile news app owned by Uzabase, the Japanese firm that acquired Quartz in July.

“As we prioritize some exciting changes ahead for the main Quartz app and Qz.com, the Quartz Brief app will shut down on July 1,” a Quartz spokesperson wrote in an email. “The Quartz Brief has represented many of Quartz’s best qualities, with groundbreaking product design and new forms of writing, and the lessons and spirit of the idea will always be at the heart of our product offerings as we grow and evolve.”

The Quartz Brief made a big splash when it first launched. Originally built around a chatbot-influenced user experience, Quartz Brief served users a mixture of stories published by Quartz and third parties such as The Washington Post, summarized with a mixture of text and gifs. Apple named it one of the ten best iPhone apps of the year, and publishers ranging from Business Insider to CNET to GQ declared it among the best mobile apps available.

As the years wore on, Quartz added a number of different features to the Brief, ranging from an augmented reality section to a “Trump snooze” button, which would automatically take Trump-related content out of the app for 24-hour periods. Quartz was able to monetize all of those features, a spokesperson said, distributing sponsored content through many of the features.

“The Quartz app was always an experiment. And it was a good one,” said David Ho, former executive mobile editor at The Wall Street Journal. “Quartz tried new things with notifications, with chat, making news a conversation.”

“Even more than the experiments themselves,” Ho went on, “Quartz’s willingness to try something different out in the wild is a legacy all by itself.”

But the accolades did not lead to sustained audience growth. Since the beginning of 2017, the Quartz Brief app has been downloaded 1.3 million times across both iOS and Google Play, according to Apptopia data, with monthly downloads trending downward over that time. Through the first half of this year, the Brief was averaging 23,000 downloads per month across both mobile app stores, according to Apptopia data. The Brief app has spent most of 2019 ranked outside the top 100 news apps on both stores, according to App Annie data. This week, the Brief was not ranked within the top 200 free news apps available in either store.

“Some people loved it!” one former employee said. “Just not hundreds of thousands of people.”

Once the Brief disappears, Quartz will focus more attention on its newer app, which foregrounds community and is designed to stimulate conversation among users. That app, launched in November 2018, has been downloaded more than 500,000 times across both app stores, according to Apptopia data. A Quartz spokesperson said the number of active users of the new app is “on par” with the number of active users of the Quartz brief, without sharing a specific number.

By Max Willens

Sourced from DIGIDAY UK