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6 Of The Best Pieces of Advice From Successful Writers - - The Buffer Blog

6 Of The Best Pieces of Advice From Successful Writers - - The Buffer Blog | Public Relations & Social Media Insight | Scoop.it

I’ve been reading some advice from successful writers lately and exploring what their routines are like to see what I can learn aboutHere are six of the most common pieces of advice I came across, and how to implement them in your own writing....

Jeff Domansky's insight:

Belle Beth Cooper provides inspiration for writers, bloggers and PR too.

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Public Relations & Social Media Insight
Social media, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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The true power of links: brief, pointed, powerful writing - without bullshit

The true power of links: brief, pointed, powerful writing - without bullshit | Public Relations & Social Media Insight | Scoop.it

We still write as if people will read our work in print, but they don’t — they read on glass screens. As a result, you should include links in everything you write, from emails to reports. It will make your writing shorter and more powerful.

The versatility of links

As a blogger, I use links all the time. Once you realize how versatile they are, you become addicted. How many of these types of links do you use?

  • Footnote-type links. A link to an article lets people check what you’re writing or go deeper — and they let you deliver traffic to somebody worth supporting.
  • Calls to action. If you’re doing content marketing, you’ll want it to pay off in commerce, subscriptions, or some similar value.
  • Internal links to showcase your value. My blog is a network of related content. My links reveal the value I’m trying to deliver.
  • Easter eggs. Reward your readers with something fun if they click.
  • Intranet links. In internal documents and emails, link to content on your intranet so you don’t have to include it.
  • Opposing viewpoints. Links allow you to refer to an argument without getting into it.
  • Canned searches. People forget that if you can type it in a browser window, you can put it in a link — including a link to a search.


I know links improve SEO. But I’m about meaning. Include links because they make your writing better — any SEO benefit just a nice plus....

Jeff Domansky's insight:

Josh Bernoff writes about the versatility of links and the chief benefit: writing shorter.

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Customers Are Not Commodities. Why Does Advertising Treat Them Like They Are?

Customers Are Not Commodities. Why Does Advertising Treat Them Like They Are? | Public Relations & Social Media Insight | Scoop.it
Now that we have all of these digital touch-points and databases, marketers and their corporate information officers and finance officers are looking for models to organize and manage all of these marketing and advertising activities. And, quite naturally, they are looking for guidance to models that worked on other parts of their business. Not surprisingly, many have focused on what has worked for their supply chain and have tried to apply supply chain-oriented models to their “demand chain.”

I believe that treating marketing – and the creation of customers – with supply-chain models is short-sighted and will be damaging for businesses and their customers. Why? Because is likens acquiring customers to buying commodity raw materials. It assumes that marketing is only a cost, and that customers are commodities. It doesn’t assume that customers are organic assets that can grow. As Wenda Millard famously warned us almost a decade ago at an IAB meeting, trading advertising like “pork bellies” will be damaging to our industry.

Wenda is and was right. Media should not be bought and sold like pork bellies, and not just because much of what makes media special can’t be captured in a real-time-bidded world, but because customers are not commodities, and treating them as such can only hurt businesses that do.
Jeff Domansky's insight:

Dave Morgan says when advertising treats customers like "pork bellies", they don't acknowledge the organic opportunities to grow audience relationships.

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How People Judge Your Authenticity

How People Judge Your Authenticity | Public Relations & Social Media Insight | Scoop.it

So people don’t trust brands – but what does that MEAN?

That they think you’re overcharging them?

That they’re worried you’ll lose their credit card information to hackers?

That they wouldn’t ask you to watch their cocker spaniel for the afternoon?

Mistrust comes from a disconnect between what you say and what you do.

A whopping 78% of people think that in general, brands are NOT open and honest. In fact, only 1 in 4 people thinks that brands actually do what they say they’re going to do – a level of mistrust typically reserved for badly behaved toddlers and black market organ dealers.

This doesn’t mean you or your business have necessarily made people feel misled – but it means you still have to work a lot harder to make up for the damaged caused by brands in general....

Jeff Domansky's insight:

It's the old adage – the gap between what you say and what you do is your authenticity.

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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, May 4, 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, May 4, 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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US: To counter mass customer exodus, Chipotle turns to loyalty | The Wise Marketer

US: To counter mass customer exodus, Chipotle turns to loyalty | The Wise Marketer | Public Relations & Social Media Insight | Scoop.it

What's a little e coli among friends? That's the question US fast-casual dining chain Chipotle will soon be asking its best customers. After publicly eschewing the idea of launching a customer loyalty programme last year, Chipotle executives said on an earnings call last week that they aim to stem the flood of frequent diners abandoning the chain with - wait for it - a loyalty programme. Though the programme is likely to be temporary, Chipotle hopes it will reignite customer passion for bowls and burritos. The problem: Chipotle executives still seem to display a fundamental misunderstanding of the purpose of loyalty programmes.

The announcement was one of the only positives in an earnings call that can only be described as apocalyptic: same store sales fell nearly 30% in the first quarter of 2016 and the company posted a net loss of $26.4 million. The company has tried everything to pull out of the free fall: giving away millions of free burritos, BOGO offers, national advertising campaigns; nothing has worked. Money quote from reporter Virginia Chamlee over at eater.com:

"The aim is to target the most loyal Chipotle consumer — i.e. the one who visits 25 or more times per year. The company saw the largest declines among its top loyal (25+ visits a year) and its 'light' consumers (those that visit two to five times per year). Noting the decline in visits amongst its once most-loyal customers, [Chief Marketing and Development Officer Mark] Crumpacker said the company would love to get that 'habit' back up. "We do believe it's beneficial to us to get people back in the habit of visiting Chipotle [as often as they used to]."...

Jeff Domansky's insight:

Will a new loyalty program bring customers back to Chipotle after the E. coli crisis?

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Study: Online operating costs crushing brick-and-mortar retailers

Study: Online operating costs crushing brick-and-mortar retailers | Public Relations & Social Media Insight | Scoop.it

The cost of e-commerce is weighing heavily on brick-and-mortar retailers, who have successfully increased digital sales but thinned their margins in the process, according to a new study from retail strategy firm HRC Advisory released Tuesday. 

That shift has led operating earnings as a percentage of sales to decline by up to 25%, in part due to the major investments retailers are making in e-commerce and omnichannel plus the higher cost of e-commerce fulfillment, the study found. Returns of online orders are particularly expensive and returned merchandise is difficult to resell at full value, HRC added.

Although brick-and-mortar retailers have successfully increased their digital efforts, momentum is slowing. Online sales growth for 11 public department store chains fell from 39.3% in 2012 to 18.6% in 2015, HRC said, while the online sales growth rate for 22 specialty stores declined from 17.5% in 2012 to 9% last year....

Jeff Domansky's insight:

Profits for brick and mortar retailers are getting hit hard as they try to compete by offering e-commerce sales.

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