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Social Media Analytics Report | Convince and Convert

Social Media Analytics Report | Convince and Convert | Public Relations & Social Media Insight | Scoop.it
Tie social media activity to the bottom line with these four social media analytics tools. In some circles, social media marketers still get a bum wrap for not being able to prove how their work impacts the bottom line. Despite an abundance of overwhelming evidence to the contrary, many business leaders still view social media as a “nice to have” but not a necessity. “We see our competitors employing social media,” they say, “so we use it too.” If this sounds like your place of business or if you are just looking for a better way to demonstrate value from your social media channels, take a look at the four analytics tools to follow. Actionable Analytics Each of the utilities below are recommended based on one of two premises: They show how social media directly helps us achieve business objectives. Perhaps more importantly, they give us an indication of what works and what doesn’t when it comes to driving meaningful traffic to a website. They measure the impact of specific posts published in various social channels. To be more specific, they highlight what content earns shares. Shares are our litmus paper for evaluating content relevance and value. They help us identify the material that resonates with the audience. They allow us to give our message greater exposure. Shares are also the subject of several smart conversations related to search engine optimization....
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Public Relations & Social Media Insight
PR insight, social media & thought leadership - from The PR Coach http://www.theprcoach.com
Curated by Jeff Domansky
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The invasion of corporate news - FT.com

The invasion of corporate news - FT.com | Public Relations & Social Media Insight | Scoop.it
A population of 100,000 is no longer a guarantee that a city like Richmond, California can sustain a thriving daily paper. Readers have drifted from the tactile pleasures of print to the digital gratification of their smartphone screens, and advertising revenues have drifted with them. Titles that once served up debates from City Hall, news of school teams’ triumphs and classified ads for outgrown bikes have stopped the presses for good.Last January, however, a site called the Richmond Standard launched, promising “a community-driven daily news source dedicated to shining a light on the positive things that are going on in the community”, and giving everyone from athletes to entrepreneurs the recognition they deserve. Since then, it has recorded the “quick-thinking teen” commended by California’s governor for saving a woman from overdosing; the “incredible strength” of the 5ft 6in high-school freshman who can bench-press “a whopping 295lbs”; and councilman Tom Butt’s warning about the costs of vacating a blighted public housing project.The Richmond Standard is one of the more polished sites to emerge in the age of hyper-local digital news brands such as Patch and DNAinfo.com. That may be because it is run and funded by Chevron, the $240bn oil group which owns the Richmond refinery that in August 2012 caught fire, spewing plumes of black smoke over the city and sending more than 15,000 residents to hospital for medical help....
Jeff Domansky's insight:
Who is winning?
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23 of the Best Social Media Articles and Marketing Resources

23 of the Best Social Media Articles and Marketing Resources | Public Relations & Social Media Insight | Scoop.it

Imagine you were compiling a course curriculum for a class on online marketing. What would be your go-to resources?

In digging through my bookmarks and starred articles, I noticed a growing list of awesome stories and helpful links. If I threw them all together, it’d make for quite the collection!

I’d love to share with you what I’ve got so far, and it’d be awesome if you’d consider adding any personal favorites in the comments. Here is what I’ve bookmarked as my must-read social media articles and content marketing resources."...

Jeff Domansky's insight:

Kevan Lee shares an excellent list of social marketing and content marketing resources. Highly recommended 9.5/10

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Michael Avery's curator insight, Today, 2:12 AM

Wading through the reams of articles I flag to 'read later' every week can be a real drag.  Here at least is a summary where someone else has done the hard yards.

Marco Favero's curator insight, Today, 5:48 AM

aggiungi la tua intuizione ...

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How to Create Great Content That Drives Traffic

How to Create Great Content That Drives Traffic | Public Relations & Social Media Insight | Scoop.it

I think you’ll agree with me when I say: Getting your content to stand out today is HARD.


In fact, according to one source, there are over 2 million blog posts published every single day[1].


In other words, when you hit your WordPress “publish” button, you’re one of 1,999,999 other people doing the exact same thing.


Despite the intense competition, you may have noticed that certain people are able to generate hundreds of Tweets, backlinks and visitors to everything that they put out there.


If you’ve ever wondered “how do they do that?”, you’re in for a real treat.


Because today I’m going to pull back the curtain and show you EXACTLY how to write (and promote) a piece of content that generates thousands of laser-targeted visitors to your site....

Jeff Domansky's insight:

This is an epic post from Brian Dean, and I do mean epic! He's loaded it up with tips and strategic advice. It's a must-read for every content creator and social marketer.  Highly recommended 10/10

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CMOs Just Aren't That Social. Question Is, Why? 09/19/2014

CMOs Just Aren't That Social. Question Is, Why? 09/19/2014 | Public Relations & Social Media Insight | Scoop.it

Only nine of the top 50 are in the Fortune 50. And it doesn’t get much better when you drill down further and look for other blue-chip brands. I spotted but a handful: Visa, Mary Kay Cosmetics, Dell, Target and SAP.

Where is everybody? Busy tallying up GRPs? Perhaps that sounds snide, but I think the dearth of major brand CMOs on this list points to a larger problem: that most of them aren’t engaging on the platforms where their customers are. A more revealing study, of course, would be to take a list of the CMOs of the Fortune 100 and see how many are on the major social platforms, and measure how involved they are in them, but even Integy’s quick snapshot demonstrates CMOs’ hesitance to truly engage with where the world is headed....

Jeff Domansky's insight:

iWhen it comes to social medeia, Catharine Taylor asks "Where are the CMOs?" It's a great questiom.

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Portable Standing Desk Lets You Stand, Work Anywhere You Bring Your Laptop

Portable Standing Desk Lets You Stand, Work Anywhere You Bring Your Laptop | Public Relations & Social Media Insight | Scoop.it

Picture yourself being "that standing desk guy" not just at the office, but at a coffee shop, library, and wherever else you happen to be.


There are a lot of standing desks on the market these days. But most of them are pretty stationary. They assume you have the sort of job where staying in place is what you have to do from 9 to 5.


Many of us need to be mobile during the day. We visit customers or colleagues, hang out in coffee shops, or work while traveling. That's when you might want something that's not only standing, but also portable. Something like StandStand, perhaps?


Now on Kickstarter, StandStand is a three-piece wooden kit that locks together into one sturdy platform for your laptop. And very elegant it is too. It weighs less than two pounds, flattens into one interconnected lump, and costs as little as $50 if buying early through the crowdfunding campaign, which is considerably less than most standing desks (probably only building your own is cheaper).The design comes from Luke Leafgren, who makes his case in the video here:...

Jeff Domansky's insight:

Great business and innovation story. A very cool product idea.

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Allan Siegert's curator insight, September 19, 11:10 AM

Any downsides to this?

Maren McKenna's curator insight, September 19, 3:33 PM

This is a great "standing desk" article!!

Marco Favero's curator insight, September 19, 5:24 PM

aggiungi la tua intuizione ...

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How to Launch and Grow a Business Blog From Scratch | Hubspot

How to Launch and Grow a Business Blog From Scratch | Hubspot | Public Relations & Social Media Insight | Scoop.it

Learn how to actually launch and grow a business blog in this SlideShare presentation.


...Fortunately, I was working with an amazing team. My manager, Brian Balfour, had perfected the art of audience research. And my teammate, Dan Wolchonok, had the perfect mix of coding expertise and marketing passion to quickly ship experiments. The three of us worked together to launch what is now the Sidekick Blog, and within five months we generated over 22,000 engaged email subscribers and retained an average of 30,000 monthly blog viewers. 


Now, we didn't reach these numbers by making all the right moves. We messed up plenty of times. But the most important thing I learned throughout this entire process was that it should not be this hard to learn how to launch and grow a blog. So I documented every step we took, hoping to share a starting playbook that others could adopt and employ.


Below is that playbook. Check it out to learn how you can actually launch and grow a business blog....

Jeff Domansky's insight:

Valuable blogging tips and great results in building a business blog from scratch. Recommended reading 9/10

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McKinley Agnesi's curator insight, September 19, 8:26 PM

I really liked this. It is helpful for me to see all the little different things I have to do to start a blog. Like how it can successful. Showing all the different members and how they work on the blog. Showing that messing up is key in being a susses in this business and that only by messing up can we see the real prize. 

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How To Use Psychology In Landing Page Design

How To Use Psychology In Landing Page Design | Public Relations & Social Media Insight | Scoop.it

Decisions, decisions, decisions!  Every day we are faced with a constant series of decisions.  Whether it is deciding to eat that piece of cake, or make a career change, the decisions we make shape our lives and who we are.


We like to think that all of our decisions are rational and that we are in control, however our unconscious mind, drives how we respond to advertising, brands, products, and in the end determines all of our buying decision. As a result, our landing page design plays an integral role in how our brains make a decision to buy a product or not.   The reasons unconscious triggers determine our decisions can be found in the structure of our brain. We can break our mind into three separate parts....

Jeff Domansky's insight:

Designing with psychology? When it comes to landing pages, they can work together.

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10 Pretty Awesome Things You Can do With PowerPoint

10 Pretty Awesome Things You Can do With PowerPoint | Public Relations & Social Media Insight | Scoop.it

Those who are experienced with some of these functions may find them a bit mundane, but I still remember how cool it was to find and use them for the first time. While many may be aware of some of these techniques, I think most readers will find something fun and new here.

Following are 10 pretty cool things you can do with the popular presentation tool. Some are really easy, others will take more time and effort to get familiar with. Just be sure not to go overboard with these – use them sparingly for emphasis and to keep it interesting, not to create a kaleidoscope of visual chaos....

Jeff Domansky's insight:

10 cool tips to make your PowerPoint presentations more powerful.

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Marco Favero's curator insight, September 19, 9:49 AM

aggiungi la tua intuizione ...

McKinley Agnesi's curator insight, September 19, 8:40 PM

This was beyond helpful! I'm not the best when it comes to computers but this really helped me out! Seeing some cool features that come with PowerPoint help me understand how to use the program better. Maybe next time when I have to do a project it won't look like a grade six made it. Some of these are gonna be hard to remember but at least I know I have something to go back to. 

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How to Use Social Psychology to Improve Your Marketing |

How to Use Social Psychology to Improve Your Marketing | | Public Relations & Social Media Insight | Scoop.it

Are you planning a social media campaign?


Do you wonder why some marketing campaigns are more successful than others?


The recent ALS Ice Bucket Challenge went viral because they used powerful psychological concepts to influence participation.


In this article I’ll share the concepts ALS used to achieve overwhelming success and how you can use them....

Jeff Domansky's insight:

A little psychology goes a long way in marketing as the recent ice bucket campaign by ALS proved.

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Marco Favero's curator insight, September 18, 4:43 PM

aggiungi la tua intuizione ...

bhumika's curator insight, September 18, 9:47 PM

The ALS ice bucket challenge went viral, even celebrities got among it. The simple concept worked greatly to raise awareness and donations for Amyotrophic lateral sclerosis  disease. The challenge proved to be a success as the unique method grabbed audiences attention via social media and also encouraged people to physically participate. 

Debora Figueiredo's curator insight, September 19, 5:34 AM

Do you wonder why some marketing campaigns are more successful than others?

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Too Many Marketing Teams Are Stuck in the Past | Harvard Business Review

Too Many Marketing Teams Are Stuck in the Past | Harvard Business Review | Public Relations & Social Media Insight | Scoop.it

Many marketing organizations are still operating like it’s the 1990s — or even earlier. Duplicative marketing teams exist within the same company across multiple product lines. Digital marketing teams are centralized yet isolated from the broader organization. Marketing groups are splintered into communications, consumer marketing, brand marketing, and digital marketing units with no common thread in strategy and execution.

Over the past dozen years, I have participated in both the infusion of digital capabilities into traditional marketing organizations and the establishment and maturation of digital marketing organizations at Disney, J.Crew and, now, Conde Nast Entertainment where I am VP of marketing-digital. Based on this experience, I see five areas that need to change in order for marketing to function effectively in the digital age....

Jeff Domansky's insight:

Valuable insight and advice on better marketing structures for the digital age from Mei Lee at Conde Nast. 

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College Newspaper Drops Print, First to Operate Primarily on Publishing Platform Medium

College Newspaper Drops Print, First to Operate Primarily on Publishing Platform Medium | Public Relations & Social Media Insight | Scoop.it

Student editor's response: "I’m so scared and excited I could pee my pants."


Medium now has Substance. The popular publishing platform recently started hosting Substance, a new student publication at Mt. San Antonio College that doubles as a totally reinvented version of The Mountaineer  campus newspaper.


It is the first college media outlet to operate primarily on Medium. Substance adviser and MSAC j-prof extraordinaire Toni Albertson  describes the arrangement as nothing less than “the perfect merge of tech and college journalism.


In a bravura announcement yesterday about the merger, Albertson explained that the impetus behind it was two-fold — mounting staff frustration at the print production routine and growing reader ennui toward the print edition....

Jeff Domansky's insight:

It seems like an obvious move for college newspapers. What's most surprising about this story is that so many still produce a print version of their college newspaper. Expect things to change very fast and notice the sponsorship model for revenue.

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How Small Businesses Spend Their Ad Budgets | WSJ

How Small Businesses Spend Their Ad Budgets | WSJ | Public Relations & Social Media Insight | Scoop.it

Small and medium-sized business in the U.S. now spend more money advertising on social sites than any other media, according to a survey conducted by advertising research firm BIA/Kelsey.


The survey, conducted in July, polled 546 small and medium-sized businesses (SMBs) across the U.S. about how they spend their advertising and promotional budgets. Behind social media, the results suggest SMBs also spend heavily on print and out of home advertising, as well as other online ads including banner and display ads and pay-per-click search advertising. The overall results follow...

Jeff Domansky's insight:

Very surprised that social media spending led the way but expect that trend to grow significantly.

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Daniel Faingold's curator insight, September 18, 10:28 PM

Interesting how smb invest according to best ROI

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Get Traffic Through LinkedIn, Blogging Directories | UpCity

Get Traffic Through LinkedIn, Blogging Directories | UpCity | Public Relations & Social Media Insight | Scoop.it

Get more traffic from LinkedIn and learn whether or not submitting your blog to directories can be seen as duplicate content.


Question One: How can I build more targeted traffic to my website through LinkedIn?


Our Response: LinkedIn is one of the best ways to get online leads for your website and business. As the world’s largest professional network, LinkedIn connects like-minded people from all over the world, ranging from professors, lawyers, marketers, and business owners. The best part about this is that you can find your niche on LinkedIn, establish yourself as an authority figure, and bring new potential customers to your website. There are several ways to go about doing this....

Jeff Domansky's insight:

Actionable content marketing advice from Up City.

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Lydia Gracia's curator insight, September 18, 4:06 AM

On sait déjà que LinkedIn est la plateforme idéale pour publier du contenu professionnel, mais comment faire en pratique pour que nos blog posts soient lus (en gros générer du trafic ciblé sur notre site) ? Dan cet article on nous explique les différentes voies pour y arriver grâce à LinkedIn... attention! il faut être conscient que sur cette plateforme vous vous adressez à une niche, la communication de masse est donc à bannir en faveur d'une stratégie de content marketing.

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7 Ways to Create the Perfect Image for Your Social Content

7 Ways to Create the Perfect Image for Your Social Content | Public Relations & Social Media Insight | Scoop.it

In today’s visual world, you need more than a great headline to entice your readers to click and share. Your engagement on nearly every social platform, including your blog, is highly dependent on the images you associate with your content, and more importantly, on your audience’s perception of those images. Stock images that mildly relate to your content are not enough. The image needs to add to your social copy, and moreover, inspire a user to share....

Jeff Domansky's insight:

These seven tips will help you get visuals working for you.

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How To Grow a New Website to Over 100,000 Organic Visits Per Month

How To Grow a New Website to Over 100,000 Organic Visits Per Month | Public Relations & Social Media Insight | Scoop.it

This is a case study on how I built a website that receives over 100,000 visitors per month, in less than 1 year, without spending $1 on advertising.

This was done 100% through SEO and content strategy.

Before we dive in, allow me to clarify a few things:

1. The website reached over 100,000 visitors in 9 months.
2. This was a new domain, registered just a couple months before launch.
3. This was done in a language I do not read nor speak (Japanese).
4. Japanese is a non-roman character language, making it nearly impossible to use most of the popular SEO tools.


The purpose of this post is to walk you through precisely how my team and I reached this milestone, the approach we took, and show how technical SEO combined with content strategy can deliver serious results....

Jeff Domansky's insight:

this is a really great case study, blueprint and advice on building website traffic. H/T Kevan Lee for the link. Recommended reading 9/10

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Marco Favero's curator insight, Today, 5:45 AM

aggiungi la tua intuizione ...

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16 Explosive Content Promotion Strategies

16 Explosive Content Promotion Strategies | Public Relations & Social Media Insight | Scoop.it
The fact is, great content doesn’t promote itself. In fact, writing killer content is less than half battle.

The real magic lies in content promotion. Without it, your content will struggle to earn a social mention, let alone a quality backlink.

This post will cover 16 advanced content promotion strategies. The most successful online marketers are using them every day to generate social buzz, build links and deliver boat loads of targeted traffic to their site…
Jeff Domansky's insight:

Very useful social marketing resources from Robbie Richards. Recommended reading 9/10

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A Sad Story About a Poorly Designed Sales Contest

A Sad Story About a Poorly Designed Sales Contest | Public Relations & Social Media Insight | Scoop.it
Early in my career, I remember our CEO calling the entire sales team into the conference room. There were about 30 of us. With tremendous enthusiasm he announced a new SPIFF program with … drumroll … a prize of $20,000! To win, each rep needed to achieve the following:

Q3 bookings of $275,000 or more
Q4 bookings of $275,000 or more
Sell 25 of any Product
Sell 10 of Product A
Sell 4 of Product B in Q3
Sell 4 of Product B in Q4


Now, even for the highest earners, a $20k bonus was nothing to laugh at. So you can imagine the excitement that rose up from the room. Everyone left determined to conquer the challenge -- exactly what our CEO wanted. But what happened next probably wasn’t what he anticipated...

Jeff Domansky's insight:

Excellent lesson and sales solution.

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Jeff Domansky's curator insight, September 19, 8:54 PM

Excellent lesson and sales solution.

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4 Things Alibaba’s IPO Tells Us About a Changing World Economy

4 Things Alibaba’s IPO Tells Us About a Changing World Economy | Public Relations & Social Media Insight | Scoop.it

The Chinese e-commerce giant launches one of the largest stock-market debuts in history — and points the way to our economic future.


The story of Alibaba has already become legend. Fifteen years ago, Jack Ma, a former English teacher, and his co-founders set up their Internet company in an apartment in the Chinese city of Hangzhou, not far from Shanghai. Today, Alibaba’s online shopping sites in China — mainly Taobao and Tmall — handle twice as much merchandise as Amazon.


The company’s initial public offering on the New York Stock Exchange will bring in a haul of some $21.8 billion — bigger than Facebook’s — and values Alibaba at $168 billion — four times more than Yahoo....

Jeff Domansky's insight:

TIME provides a valuable perspective on Alibaba and the future of e-commerce, marketing and international trade.

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Brands need to stop advertising and start storytelling | The Future of Commerce

Brands need to stop advertising and start storytelling | The Future of Commerce | Public Relations & Social Media Insight | Scoop.it

Traditional advertising campaigns just don't make the grade anymore, and here's why.Advertising has helped many brands become category leaders. Brands such as Coca-Cola, McDonald’s, Kellogg’s, General Motors, Microsoft and more have produced ad campaigns that have made their products household favorites.


So what could be wrong with following proven advertising techniques such as theirs? Plenty.More than ever before, people are tuning out advertising campaigns. The traditional approach to “telling is selling” and using creative techniques to grab consumer attention really don’t work anymore.Let’s consider the stories of two fast-food brands.

Jeff Domansky's insight:

It's a story that compares McDonald's with Chipotle and how storytelling won the marketing day.

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41 little-known social media features

41 little-known social media features | Public Relations & Social Media Insight | Scoop.it
When I go to Disneyland, I race to the famous rides first: Splash Mountain, Matterhorn Bobsleds, and Indiana Jones. They're the biggest and best. But there are many attractions I miss in my sprint for the headliners.

Social networks are like the rides at Disneyland. There are so many social media sites and features that some are bound to slip through the cracks.

Which Facebook, Twitter and the other major social network features have slipped under our noses? Here are 41 tricks and tools for Facebook, Twitter, LinkedIn, Google+, Pinterest and Instagram.
Jeff Domansky's insight:

Excellent social media tips from Kevan Lee. Recommended reading for techies 9/10.

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Jeff Domansky's curator insight, September 19, 11:13 AM

A must-read for these cool tips.

McKinley Agnesi's curator insight, September 19, 8:32 PM

This article was more of a read for me personally, but I feel that these things can help my status as member of the online community. Showing different features of the websites that we use on a daily bases. Features that we might not have known up. Most of them I didn't know that we could do. It's a way to clean up my appearance of myself and fully understand how to use there outlets so if I ever need to for a job I will know 100% what im doing. 

Bill Weigall's curator insight, Today, 7:07 AM

While I will never be an expert user, this list might let me fool some of the people some of the time! :)

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Another Dent in Customer Loyalty Programs

Another Dent in Customer Loyalty Programs | Public Relations & Social Media Insight | Scoop.it
A while back, we questioned Stonyfield Farms’ decision to drop its customer loyalty program. 

Now, it seems that the trend may be picking up some steam — although we still question the wisdom of this in today’s competitive marketplace. Take the examples of the Pathmark and Waldbaum’s supermarket chains.
Jeff Domansky's insight:

Seems counter intuitive but some businesses are actually dropping their loyalty programs.

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Why We Should Take the Brand out of Branded Content

Why We Should Take the Brand out of Branded Content | Public Relations & Social Media Insight | Scoop.it

Could you describe the company you work for to a potential client in a hundred words? How many words would you have left if you deleted references to your company name, any of your brand names, and all the superlatives you’ve used? What remains is what I call independent content — a good story that’s authentic, focused, and relevant. It’s exactly what good content marketing should be.

It’s easier said than done, of course. Legions of marketing and communication professionals had their training during the era of mass communication, resulting in the belief that the best way to attract attention is to talk long and hard about themselves. This approach is frowned upon in content marketing.

As Garret Moon says, “Using content marketing to sell without asking makes everything else look like begging. Begging doesn’t create movement; it usually has the opposite effect.”...

Jeff Domansky's insight:

Here's a good reminder that the best content tells, not sells.

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Would you rather have a lot of stuff or a lot of time? | Mark Schaefer {grow}

Would you rather have a lot of stuff or a lot of time? | Mark Schaefer {grow} | Public Relations & Social Media Insight | Scoop.it

We all have the same amount of time but how we choose to use it makes all the difference.


Our division president, who had a tightly-wound Northeastern disposition, had hired some folks to do landscaping for his yard. They would show up, do good work, and then disappear for several days.  This drove my boss crazy. Finally he could stand it no longer and confronted the worker. “Where do you go on all these days when you disappear?” He asked.


“Fishing.” The worker replied proudly.


“Fishing?” my boss queried.  “Well, why are you only working three days a week?” he asked.


“Because I can’t get by on two,” the worker explained.


Now both of these gentlemen have the exact same amount of time in every day.  But they make radically different decisions about how to spend it....

Jeff Domansky's insight:

A timely and heartfelt post from Mark Schaefer about social media, time management and the choices we make on how to spend our most important finite resource - time.

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Taco Bell and Chobani Claim Early Success With Instagram Ads

Taco Bell and Chobani Claim Early Success With Instagram Ads | Public Relations & Social Media Insight | Scoop.it

The results reported by Chobani and Taco Bell are in line with metrics Facebook disclosed from Ben & Jerry's and Levi's last December.


...Neither the brands nor Instagram disclosed the spending by the campaigns, an important factor for advertisers considering the platform. The ads are sold on a CPM basis, meaning advertisers pay a fee based on every 1,000 people reached. Salesforce has estimated the average price of an app-install ad on Facebook at $5.68. Assuming a CPM in the range, both campaigns cost in the tens of thousands of dollars....

Jeff Domansky's insight:

This is recommended reading for marketing and content marketing pros. Take note of the excellent advice from the marketing director for Chobani.

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McKinley Agnesi's curator insight, September 19, 8:47 PM

Seeing the world upgrade like this is amazing! Seeing things be successful on something like instagram is amazing! I really liked how they did it! Spending so little and getting so much out of it. Like Taco Bell really needs advertising, even on instagram but maybe it will push other companies to spend less money and do small things like this! I will like to see how this changes the idea of advertising forever. 

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Why the best content is about marketing sideways | Jay Baer

Why the best content is about marketing sideways | Jay Baer | Public Relations & Social Media Insight | Scoop.it

The most successful content marketing is marketing that transcends the transactions and provides a glimpse into the company's personality, says Jay Baer in this video and short blog post


.Terry: So when a company’s just starting with content marketing, what are some key performance indicators, basic KPIs that they could start with in order to start measuring the effectiveness and success of their efforts?


Jay: It depends on the type of company and whether they’re B2B or B2C or how they sort of track their actual business in the real world. But, generally speaking, I think the best way to look at content programs is to say:“Do people care about it? Is there proof of caring?” And a lot of times you can measure that just anecdotally. You don’t have to necessarily have a whole complicated scheme.


For an example, there’s a company called Life Technologies – a major global manufacturer of scientific equipment. They have this great content program where they take their product catalog and they execute it as a series of YouTube videos that are chained together with annotations.So it’s almost like a choose-your-own adventure product catalog....

Jeff Domansky's insight:

In this interview, Jay Baer offers lots of advice and tips on better content marketing.

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Lydia Gracia's curator insight, September 18, 3:57 AM

Conseils sur comment bien démarrer une stratégie de marketing de contenus. Loin d'avoir besoin d'énormes moyens, il faut trouver ce petit plus qui va définir la personnalité de l'entreprise (en tout cas son univers qui sera commun à son public).