Spotify today announced that it will acquire the industry’s leading music intelligence company, The Echo Nest. The acquisition supports Spotify’s strategy to grow global music consumption and overall revenue back to the music industry by building the best user experience and music discovery engine for millions of global fans. This deal will allow Spotify to leverage The Echo Nest’s in depth musical understanding and tools for curation to drive music discovery for millions of users around the globe. The addition of The Echo Nest to Spotify will also strengthen Spotify’s ability to help brands and partners build amazing music experiences for their audiences.
Via Pierre Priot
Klout, a company that quantifies people's online influence, has recently revamped its business model with a new emphasis on content aggregation. While many people have been critical of Klout’s ranking methodology in the past, I want to take a fresh look at Klout to see if this move toward content aggregation can be leveraged for your healthcare marketing.But first, some background. Klout, a San Francisco start-up, was founded in 2008 at a time when Twitter was still in its infancy. The rationale behind Klout is to measure users’ influence across Twitter (and to a lesser degree Facebook, Google+ and LinkedIn) and rank users accordingly. It assigns users a Klout score, which purports to measure on a scale of one to 100 an individual’s social media influence on various topics. While some people took readily to this new ranking system, many more criticized its method of generating user scores - essentially based on the number of mentions and retweets a person's content receives across Twitter and the number of followers on social networks. Critics point out that based on its methodology Klout scores are not representative of the influence a person truly has. In this I am in agreement, having long held the belief that numbers don’t mean a thing if you’re not actively engaging people.Fast forward to two weeks ago and Klout’s announcement of a new content tool which it says will help users improve their scores. You can do this by sharing a link to your own content, sharing content created by others (Klout generates suggested content for you), or you can combine both methods. This is designed to increase your social engagement levels by increasing the chance of your content being retweeted or responded to on Twitter. Can Klout work for your healthcare content marketing?Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. Content aggregation, a strategic element of content marketing, is the process of pulling in content from a variety of different sources across the web, and publishing them on one platform, website, or blog. In effect you are marketing your healthcare brand by providing valuable content for your audience, increasing your visibility and establishing thought leadership, without explicitly advertising your product or service.How to use Klout’s new featuresKlout’s new “Create” tab helps you find shareable articles that are likely to resonate with your healthcare audience. You can also create original posts by clicking the quill in the upper right corner of the “Create” tab.Klout provides every user with a personalized content stream based on their specific topical interests and what’s likely to resonate with their network. You can filter your stream by individual topics, making it easier to find and share content likely to engage your audience. Klout’s new personalized scheduling tool recommends the best times to publish based on when your audience is online and likely to engage. By publishing at these times, you’re more likely to share the right message at the right time with the right people (see my previous recommendations on how to usescheduling to good effect).Over the next few weeks Klout will be releasing tools to help with original content creation as well as a new version of their iOS app that will incorporate many of the features in the web version.Klout Dos and Don’tsDo use Klout to help create a healthcare content strategy mix of original (content you create) and aggregated content. Don’t use Klout to artificially increase your influence score.Do use the Klout scheduling tool to prime the social media pump with a steady flow of content to your healthcare audience.Don’t post stories with no value to your audience.Do use the generated content tool to start conversations that will resonate with your audience.Don’t forget to engage with those conversations.ConclusionAs demand increases for timely and relevant healthcare content, content aggregation can be a time-saving solution for busy healthcare social media marketers. To be honest, I didn't find the suggested content was particularly relevant or engaging for my purposes, but you may find otherwise. It could offer a useful learning tool for those who are just starting to engage in social media. On this basis you could certainly try out the new Klout, so long as you keep firmly in mind that being successful online means interacting, engaging and answering questions in a timely manner. The bottom line is building reputation and influence is based on real engagement with your audience, not on gamification.
South Korea's President Park Geun-Hye recently championed her strategy for a "creative economy" in a keynote address at the World Economic Forum in Davos. At the heart of her initiative is a focus on innovation and entrepreneurship. She believes the country's current economic model has reached its limits. To boost growth [...]
Je vous présente l'application iOS "As.Per.Do" comme Assistant Personnel Domotique ! As.Per.Do est l’application ultime pour votre installation domotique. Imaginez votre iPhone vous répondre après lui avoir demandé de fermer vos volets, d’ouvrir le portail, de désactiver votre alarme ou tout simplement allumer une lampe !C’ est maintenant possible avec As.Per.Do …
There is one main obstacle for growing your business that has evolved in recent years. Your potential buyers are being over-saturated with information due to the increase in availability of this information.So it has become your job as a business owner to make sure that this information is coming to them at the right time, in the right format, on the right platforms. That’s where an inbound marketing strategy can come into play.
Via Daniel Watson, massimo facchinetti, malek, Raj Nadar, Ivo Nový
Last week I wrote about what don’t hospitals get about social media. This week’s topic, is social media in a hospital or health system easy, is about some ideas to re-energize and move forward with a social media program.
In hospitals and health systems, it really comes down to three questions to be answered. First, is there an organizational understanding standing of the power of social media to engage the healthcare consumer and patients and its place in the annual marketing plan? Secondly, do you have the marketing talent to construct, execute and evaluate the effort? Finally, can marketing resources - capital and human, be allocated to the social media program?
I am not going to debate whether or not a hospital or health system should or should not have a social media program. That train left the station a long time ago and its catch up time for healthcare organizations. But, if you can’t answer all three question positively, then you have some basic ground work to do before you move forward.
In the new world of healthcare where price, quality and a newly insured healthcare consumer paying more out-of-pocket costs for healthcare, social media represents an opportunity that can be used advantageously to meet healthcare consumer’s and patient’s for that matter, demands for better direct engagement and experience.
Social media is an opportunity for establishing a one-on-one relationship with the patient, aka the healthcare consumer, directed by the healthcare organization that breaks from the pack, by creating an experience that is memorable and can exceed an individual or families experience and expectations.
When you have constrained marketing resources, and you have to have a continuous presence in the market place to shift healthcare consumer’s attitudes, preferences and choices, a social media strategy that is fully integrated into the marketing plan and the healthcare organizations can achieve that end for you.
Follow these steps and you're on your way to developing and implementing a strategically-focused, comprehensive and fully integrated, organizationally transparent social media strategy:
1. Strategy first, tactics second. Any old road will get you to where you want to go without a clear identifiable strategy. This is no different than a traditional marketing approach. Integrate the tools and techniques of social media into your overall marketing efforts.
2. Be clear about your messages and what value using these tools will bring to your healthcare consumers. The purpose is to engage in a dialogue not shout at them. You have to understand what type of information and content your consumers want. Without that knowledge you can say whatever you want, but chances are no one will be reading, responding or listening.
3. Take an integrated approach. What goes on your web site is also on facebook and used in twitter to drive traffic to you. Twitter is a great way to send out links for health related articles or news and information. Have a video? Post it on YouTube. Writing a healthcare blog? You should be if you're not. Make sure twitter, facebook, YouTube, flicker etc follow you buttons are on your site. Running Back-to- School, Sports or Camp physicals? Put it on twitter, facebook and even those coupon sites like Groupon. Holding a health and wellness event, ditto.
4. Use QR codes with your web site or specific page links or phone number embedded in them to drive them to your site, call center or service line. Through the use of QR codes you can make your print and traditional activities social in nature.
5. Remember at all times your are building brand, perception and experience. This just isn't nice to have, people will remember what you say and do. Be right the first time.
6. Devote resources, budget, time and personnel for the task. Your challenge is to keep in front of your audience with relevant information, all the time. Attention spans are short. If someone sees no changes on a pretty regular basis in your content or information, they will fall away.
7. Measure everything. Evaluate. Adjust based on your findings.
8. Be creative, don't limit yourself to the tried and true or what a competitor is doing. Be an innovator.
9. Use social media with your physicians and employees to communicate, build organizational support and loyalty.
10. Build excitement around what you are doing.
The budding healthcare consumer and patient of today is social media savvy and networked to the nth degree. They expect the same of you.
BuzzFeed CEO Jonah Peretti posted a staff memo comparing the media empire BuzzFeed is building now to media empires of the past. Don’t have time to read the entire thing, which is over 2,000 words long? That’s OK. We’ve broken it down for you into seven key points...
Via Valerie Hawkins, Library, American Library Association
The popularity of social media in its various forms—Facebook, Twitter, LinkedIn, blog, etc.—is a fairly recent phenomenon. And for a large segment of society, it is social media that stitches together the blanket of connectivity that we can’t seem to do without.At last count, about 73 percent of online adults used social media sites regularly. The numbers skew a bit female, and a bit younger, but social networking is fairly pervasive and nearly ubiquitous. [Pew Social Networking Fact Sheet]As a result, social media is an excellent resource in the marketing toolbox of physician’s offices, group practices, hospitals and others in the healthcare spectrum. But—and this is where the problem comes into the picture—for some healthcare entities the social media presence is less effective than it could be.Many experienced social media users produce good to excellent results. But others, it seems, never get enough traction and their results rank poor to frustrating. Although every situation that we diagnose is unique in its strengths and weaknesses, we’ve identified core ideas that can improve Return-on-Investment, and often, take the effort to the next higher level of effectiveness.Upgrade your social media persona…Generally, these tips apply to more than one social media platform. For starters, we’ll assume that you have a written plan, specific goals, a social media policy, assigned responsibilities and a clearly defined target audience(s). (If you don’t have these, you’ll need this foundation before you can build further.) Then…Maintain a consistent focus. If your social media presence is for business, then stick to business. It’s a common mistake to publish or tweet material that jumps between business and personal topics. That isn’t to say that your tone of voice can’t be friendly, personable and/or reflect your personality. But an audience that expects authoritative information will be confused by weekend cheer-tweets for your old college team.It’s a dialog, not a monologue. Social media output—having someone do a little “post here” and “tweet there”—is less than half of the real task. The higher level of social media success requires an active, interesting and ongoing discussion that involves and engages your connections.Listen at least as much as you speak. A corollary to dialog is the need to monitor what’s being said, asked or discussed within the social gathering point. Listen carefully (and often) to identify new discussion topics, questions and answers, and to provide observations, comments or corrections. (By extension, be aware of what the competition is doing, saying or discussing.)Concentrate on quality and type of content. Social media posts, regardless of the platform, should be authoritative, add value, be helpful, inspire sharing and/or be original. Can you ask a provocative question? How can you make a “dry fact” have greater interest to the audience? What can you provide that is new, or have a different perspective?Credibility of content. Check your facts and details. Provide attribution, sources and references when appropriate. And don’t rely on auto-correct for spelling.Use monitoring tools and analytics. Computer- and Internet-based social media has far more analytics-power under the hood than most people realize. Consider using a social media software (such as SproutSocial or others) to reveal details about your audience demographics, trends and usage, and engagement.Give social media a front seat in the office. Too often we find a detailed Internet marketing plan that leaves “social media stuff” to get done as a secondary (i.e. afterthought) chore, or by a junior staff person. Effective social media placement, and quantifiable results, requires consistent and qualified care and attention. If it’s not really important, the neighbor’s middle school kid will be adequate.
Marketing can be a very complex subject, but anyone can develop a few of the core skills and see the results of their efforts. You may feel it’s something best left to the experts, but there are some essential marketing skills that can make a huge difference to your success in business.
Social media marketing is the shiny new toy. Businesses were provided tools that they could use themselves to promote their business. The democratization of marketing was now evident. Larger brands saw the power of social media to provide leverage and amplification of ideas and content at velocity. Social at scale is now the holy grail of marketing.
Troppi imprenditori e proprietari di piccole imprese iniziano a credere che possono o dovrebbero essere tutte le cose a tutte le persone. Essi credono di essere "lasciando affari sul tavolo" quando si sono concentrati su un target di mercato. Tuttavia, le imprese che assumono i proprietari di questo rischio atteggiamento TUTTO molte questioni, tra cui il burnout, esaurimento, confusione, e il fallimento. Con la definizione di una specifica nicchia (un segmento ben definito di un mercato più ampio), sia l'imprenditore ed i loro clienti sanno esattamente cosa aspettarsi.
Via Stefano Principato, Marco Favero