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Advice for the next owners of Forbes

Advice for the next owners of Forbes | Public Relations & Social Media Insight | Scoop.it

...The news, broken by Bloomberg’s Edmund Lee, that once mighty Forbes is going on the block after 96 years of mostly family ownership, has evoked mostly shrugs—another day, another fire sale of a journalism icon—with much of the discussion surrounding how well Bono and other minority investors have done from their investment. That, and what to do with the carcass.


The asking price of $400 million would represent at best a salvage operation for both the Forbes family and Elevation Partners, which includes Bono and former Apple executive Fred Anderson, and which paid, according to Fortune’s Dan Primack, $265 million (higher than previous reports) for its 45 percent stake back in 2006, valuing the company at $588 million. Elevation has already written down its investment by 75 percent.


If Forbes doesn’t get its asking price, it won’t be for lack of effort. Since 2010, the Forbes story has been a strenuous effort to reinvent itself as a digital media innovator, creating easily the most frenetic site in business news. It has assembled an army of 1,200 (that’s one thousand, two hundred) mostly bloggers producing dozens of posts a day (a mere 45 between 5pm Saturday and 5pm Sunday; e.g. “Practical jet packs finally take off”); embracing native advertising, the ethically problematic mixing of ads and editorial, to an extent few mainstream outlets have; amping up its conferencing business (itself not without problems), among other things....

Jeff Domansky's insight:

Digital darling Forbes magazine goes on the block

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Public Relations & Social Media Insight
Social media, PR insight & thought leadership - from The PR Coach
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Choreographed drone dance in front of Mt. Fuji is the perfect juxtaposition of old and new

Choreographed drone dance in front of Mt. Fuji is the perfect juxtaposition of old and new | Public Relations & Social Media Insight | Scoop.it

In the infancy of the drone era, we’re still only certain about a handful of specific use cases. Choreographed drone dancing probably wasn’t one of them, unless you’re with MicroAd, the company that created this artful waltz of LED-laden drones in front of Mt. Fuji.

The production featured over 16,500 LED lights on over 20 drones that then launched into a choreographed performance at the foot of Mt. Fuji. The spectacle offered the perfect juxtaposition of old and new and an innovative way for MicroAd to show of its new Sky Magic Drone.

As the drones move through the night sky in conjunction with a band playing the Samisen (traditional Japanese guitar), it imparts a feeling of futuristic wonder that, for just a second, reminds you of the awe-inspiring power conceived at the intersection of tech and creativity....

Jeff Domansky's insight:

The creativity, innovation and nothingness of drones dancing at Mount Fuji.

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Does Your Spokescharacter Help Create A Memorable Story?

Does Your Spokescharacter Help Create A Memorable Story? | Public Relations & Social Media Insight | Scoop.it
Fundamentally, advertising researchers retrieve brand memories from the mind of a consumer through two different ways—recall and recognition. It’s the difference between recalling a person’s name or recognizing the face of someone you met before. Of the two, recognition goes deeper, into the non-verbal, more primitive parts of the brain.

 

As it relates to spokescharacters, a recognizable one works to personify the brand, providing meaning and a stronger relationship with the brand in the mind of the consumer. For example, Tony the Tiger can evoke many more positive associations than simply reading, “Frosted Flakes.” Or, when trying to remember which cake mix to buy, visions of the cute little Dough Boy may be more quickly retrieved than the name, Pillsbury.

The question then becomes how can a brand effectively use a spokescharacter in advertising?

Spokescharacter as the brand personified:
Spokescharacters used to personify the brand embody the most important attributes for their brands. Their job is to primarily reinforce these attributes and give the brand a face to go along with the name.

Jeff Domansky's insight:

Is your spokescharacter doing the job asks Sonya Duran in MediaPost?

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Netflix Knows Which Pictures You'll Click On--And Why

Netflix Knows Which Pictures You'll Click On--And Why | Public Relations & Social Media Insight | Scoop.it

A powerful picture is an incredibly efficient tool: The human brain can process an image in just a few milliseconds, so the right picture can spark someone's interest and convince a viewer it's worth exploring a new show in a single glance. Which is why, in 2014, Netflix began gathering consumer research specifically about the images on its service.

The research indicated that looking at images not only prompted users to watch content, but accounted for a whopping 82% of their time spent browsing (as opposed to, say, reading movie titles or descriptions). In other words, the images mattered almost four times more than the text describing the storyline. Members also spent only 1.8 seconds considering each title. "We know that if you don't capture a member's attention within 90 seconds, he or she will likely lose interest and move on to another activity," says Nick Nelson, Netflix's global manager for creative services. "Images become the most efficient and compelling way to help them discover the perfect title as quickly as possible."

Recently, Netflix—which is famously tight-lipped about its own data—has been doing experiments to better understand which images capture our attention and why, and shared some of its findings with Fast Company as well as in a post on its blog. The effort was both science and art: Data scientists analyzed user statistics, while creative teams considered the colors, emotions, and words that appear on pictures. The company tests several images for a single show or movie to try to discover what makes members click. Its first lesson was that images had to be high quality in order to draw viewers in. "We saw one clear thing," Nelson says. "Using better images to represent content significantly increased overall streaming hours and engagement."...

Jeff Domansky's insight:

Fast Company shares some valuable insight on images from Netflix research, including the need for high quality images. Recommended reading.  9/10

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Marc Kneepkens's curator insight, Today, 7:39 PM

Netflix know the power of #images. They analyzed the behavior of their clients browsing movies and how that correlates to their choices. The images or four times more important than title or descriptions.

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The Internet of Things Needs Design, Not Just Technology

The Internet of Things Needs Design, Not Just Technology | Public Relations & Social Media Insight | Scoop.it

Gartner Research predicts that the typical family home will contain as many as 500 networked devices by 2020. Similarly, Ericsson forecasts 50 billion connected “things” by the same date. Reaching these lofty projections over the next four years, however, will require a fundamental reorientation in the way that technologists and product designers work together to create successful “connected” personal devices and home appliance products. This evolution to “Internet of Things (IoT) 2.0” will be difficult for many companies to achieve — not for lack of technological expertise but because they’ll fail to recognize the value of design in connected product development.

Machine-to-machine (M2M) connectivity — the forerunner of consumer-focused IoT — has been around for decades. Overwhelmingly, those IoT 1.0 applications pushed technology to address B2B market requirements.

Product design considerations in the IoT 1.0 world are not critical to persuading customers to adopt offerings. Enterprise IoT buyers seldom require great design, because most often the buyer is not the product’s end user. Fleet logistics companies, for example, monitor the condition and location of their vehicles. Their developers focus on meeting operational and environmental requirements, caring little about the physical appearance or user experience of a dashboard- or engine-compartment-mounted device that monitors vehicle data....

Jeff Domansky's insight:

Better design would lead to better Internet of things products and higher consumer adoption write Scott Nelson and Paul Metaxatos in the Harvard Business Review.

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Jeff Domansky's curator insight, May 3, 10:24 PM

Better design would lead to better Internet of things products and higher consumer adoption write Scott Nelson and Paul Metaxatos in the Harvard Business Review.

Ken Bracken's curator insight, Today, 4:20 AM
What really concerns me about this, is not that connectivity is a bad thing. It's that I'm not sure if I trust my $15 kettle I bought in Tesco to have adequate security software. 

Many of the biggest security hacks have come through weakest links in the chain being attacked. Be they instances such as Target's data breach or HeartBleed. Connecting everything in your home without adequate security is madness. But I look forward to my fully functioning smart house.
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6 things I learned working with social media influencers

6 things I learned working with social media influencers | Public Relations & Social Media Insight | Scoop.it

f you’re thinking about using social influencers to grow your audience, then read on.

As the Director of Marketing for London-based social media startup 6Tribes, I’ve been tasked with quickly growing our user base and have had great success over the last few months using YouTube influencers as a marketing channel.

I’ve learned a lot about how to get the most out of these partnerships, so I thought I’d share with you six things that I’ve learned – which I hope you’ll find useful if you’re considering using social influencers to promote your brand.

Jeff Domansky's insight:

John LaMarca offers six tips on working with social influencers.

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Are you ready for the mega-shift from social media to private media?

Are you ready for the mega-shift from social media to private media? | Public Relations & Social Media Insight | Scoop.it

Over the past few months I’ve seen a few trends coming together but I’m not sure I grasped the significance of what’s happening until I heard a recent comment from my 16-year-old nephew.

 

Here is what I have seen occurring:

  • WhatsApp has rapidly become the biggest messaging service in the world with more than 1 billion users.
  • Snapchat is a juggernaut with the 18-24 age group, now earning more daily check-ins than Facebook. The company founder insists it is “not a social network.”
  • Facebook is the social network for most of the world, yet their major investment is in the development of private Facebook Messenger, including bots that would help companies scale “human” interaction through the service. More than 900 million people use Messenger now.
  • Other private messaging services like Viber and Kik have established footholds with certain demographic groups and have attracted millions of users.
  • And here is the quote from my young nephew:


“Oh Facebook is dead. My friend posted on Facebook and we made fun of him. We only use Snapchat now because who wants to put everything in public all the time? This just connects me with my real friends.”...

Jeff Domansky's insight:

Mark Schaefer looks at the trend from public to private networks

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15 Best Landing Page WordPress Themes for High Conversion Websites in 2016

15 Best Landing Page WordPress Themes for High Conversion Websites in 2016 | Public Relations & Social Media Insight | Scoop.it

If you run a business, have a product to promote, or a service of any kind chances are you need a landing page. With so many choices out there it can be difficult to choose one that follows the latest trends and helps you stand out from the crowd. In this article we will take a look at some of the best landing page WordPress themes for 2016....

Jeff Domansky's insight:

There are some very creative WordPress landing page style designs here.

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Facebook Branded Content: What Marketers Need to Know : Social Media Examiner

Facebook Branded Content: What Marketers Need to Know : Social Media Examiner | Public Relations & Social Media Insight | Scoop.it

Looking for ways to partner with influencers on Facebook?

Have you heard of branded content on Facebook?

Facebook’s Branded Content feature allows media outlets, celebrities, and influencers to tag content that includes a third party, brand, or sponsor.

In this post you’ll discover how Facebook’s Branded Content feature works for publishers and marketers....

Jeff Domansky's insight:

Five smart tips on Facebook Branded Content from Social Media Examiner.

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5 Best WordPress Ecommerce Plugins Compared - 2016

5 Best WordPress Ecommerce Plugins Compared - 2016 | Public Relations & Social Media Insight | Scoop.it
Are you looking to build an online store? Want to know which is the best WordPress eCommerce plugin? Choosing the right eCommerce plugin is crucial for your business because a better platform means more opportunity for growth. In this article, we will compare 5 best WordPress eCommerce plugins for 2016
Jeff Domansky's insight:

WPBeginner compares five best WordPress e-commerce plug-ins. Good information.

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The Future of SEO: 5 Stats That Show Where Google is Heading

The Future of SEO: 5 Stats That Show Where Google is Heading | Public Relations & Social Media Insight | Scoop.it

SEO is alive and kicking and I don’t see it lose steam, at least in the next 5 years.

Since marketers like you aren’t abandoning SEO, the landscape will get more competitive. So, to get the edge, you’ve got to stay updated with the latest trends.

Five years is like a lifetime in the rapidly moving internet industry. And, in this article, you’ll see predictions for the SEO landscape for the same period.

Will we be able to recognize the new SEO era, in the hyper-connected landscape of social and smartphones?

Let’s try to answer the question with the changes that you can expect....

Jeff Domansky's insight:

Smart SEO tips from Neil Patel.

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How 5 Growing Industries Attract Customers with Reviews

How 5 Growing Industries Attract Customers with Reviews | Public Relations & Social Media Insight | Scoop.it

Learn how brands in niche industries like drones, financial services, and lingerie are coming up with creative methods to use reviews to drive sales.


When people think about industries that use reviews, their minds tend to two places first:

Restaurants that ask for Yelp endorsements to attract more traffic, or eCommerce stores that display customer testimonials to improve on-site conversion.

But tons of growing industries have started using reviews in innovative, industry-specific ways to attract customers, gain traction, and boost sales....

Jeff Domansky's insight:

Five examples of how industries use customer reviews to build business.

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Twitter now bills itself as a news app, not a social network - Digiday

Twitter now bills itself as a news app, not a social network - Digiday | Public Relations & Social Media Insight | Scoop.it
Eagle-eyed Twitter users have noticed that it’s now categorizing itself very differently in the Apple App Store.

In an update yesterday, Twitter now sits in the News category rather than Social Networking. The move shifts it away from its competitors like Facebook, Snapchat and Kik. The switch boosted the app from sixth place in Social Networking to first place within News, according to App Annie.


But why? Twitter didn’t immediately respond for comment, but the change is a quick way to boost its visibility within the App Store’s rankings and bring in new users.
Jeff Domansky's insight:

This is an odd move by Twitter. I don't think it will help attract new users but rather confuse its loyal user base. It isn't just a news app although it's very good at that. In many respects, this move is guaranteed to push away the younger demographic.

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Authentic 100

Authentic 100 | Public Relations & Social Media Insight | Scoop.it

Since 2012, Cohn & Wolfe has studied authenticity as a guiding principle and business practice. Each year, our research reveals more insight on the strategic power of authenticity and its unique opportunity to build reputation.

Cohn & Wolfe has discovered a huge authenticity gap in the eyes of global consumers. With 75 percent of consumers surveyed in 14 markets believing that companies are not open and transparent, it’s clear that brands have a credibility problem.
 
Our 2016 findings reveal that cynicism towards brands is highest among Western European countries, while high growth / low per capita GDP countries recognize authenticity in brands the most.
 
Across global markets, approximately one in five consumers finds brands “Open and Honest.” At 23 percent, the US places just above the global average. In Western Europe, a mere 5 percent of consumers in Sweden consider companies “Open and Honest,” while the UK, France, Germany and Spain all match the same low level at 7 percent.  
 
Brazil, while generally higher than Western Europe, is still lower than the US at 19 percent.  
 
Even in China and Indonesia, where consumers are least pessimistic about brand authenticity, only about a third of the population (36 percent and 35 percent, respectively) consider companies “Open and Honest.”  
 

The opportunity for businesses to close this gap is staggering....

Jeff Domansky's insight:

Interesting report by Cohn & Wolfe provides insight into consumer views of authenticity, global brands and what brands might do to close the gap in the future. Recommended reading. 9/10

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New Facebook Sharing Options: What Marketers Need to Know : Social Media Examiner

New Facebook Sharing Options: What Marketers Need to Know : Social Media Examiner | Public Relations & Social Media Insight | Scoop.it

Do you want more people to share your content on Facebook?

Are you taking advantage of Facebook’s sharing features?

Facebook offers a variety of new buttons and plugins that make it easier than ever for readers to share and engage with your content on Facebook.

In this article you’ll discover how the new social sharing buttons and plugins from Facebook can help increase shares of your content....

Jeff Domansky's insight:

Kristi Hines offers smart tips on new Facebook sharing options.

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Premium Native Vs. Programmatic Native: Which Offers More Engagment?

Premium Native Vs. Programmatic Native: Which Offers More Engagment? | Public Relations & Social Media Insight | Scoop.it

Gupta sees the market evolving in a bifurcated way: premium native vs. programmatic native.  He sees premium native as branded content and maintains that programmatic native is much closer to display advertising. While there’s a lot of excitement around programmatic native from the ad tech community, Gupta takes the contrarian view that native is premium content created by publishers -- and publishers alone. That’s in contrast to programmatic native, which is created by advertisers.

Gupta’s purist view is that premium native is focused on quality content and engagement, while programmatic native is focused on getting an audience at the lowest possible price. Further, “Publishers are starting to see that programmatic native is different than programmatic display,” Gupta says. “They’ve seen how programmatic display has eroded the value of their premium display business.”

Gupta says that while some premium publishers work with Outbrain and Taboola, they’re rethinking working with these partners because of a poor user experience and click bait. In addition, he says that programmatic native doesn’t offer a way to optimize for engagement. Gupta argues that if you’re a marketer and you buy ads on Outbrain and Sharethrough, you don’t know where those ads are going to run....

Jeff Domansky's insight:

Toby Elkin explains the differences between premium native and programmatic native advertising and which one offers more engagement.