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In this climate of economic uncertainty and risk-averse marketing, how did Tourism Australia manage to pull huge wins from their sun hats? The answer lies in their carefully constructed social media plan of attack and consistent execution.... In keeping with Tourism Australia’s goal to build the world’s largest social media team, they are currently training close to a million people working in Australia’s tourism sector to become brand advocates for the country by empowering them with the tools and know-how marketing One of the key takeaways for social media marketers from Tourism Australia’s story: don't be afraid to test and experiment on social media. A lot of times, marketers get fearful about testing and tweaking and don’t want to fix what isn’t broke. Tourism Australia has shown us the importance of testing constantly to find what works best for your niche, your business, and your customers. Making mistakes and being transparent just adds to the social experience!... Awesome social marketing wisdom...
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Back in December, Google News was granted its second continuation patent in ten years, giving the layman some insight into the search giant’s algorithm, and how it chooses which articles to feature.
...The Claims section of the latest version of Google News’ patent shows a shift away from the traditional signals of a news source’s importance. Now rather than where a story is being reported, it is how a story is being reported both online and off that makes a difference in terms of ranking.
These signals, per the patent, include: - How quickly an event happened before publication of an article about it took place, - The “usage pattern regarding traffic associated with the source” means that the search engine is looking at things such as how many people click upon a link to specific articles from the source, monitoring traffic to articles from a source to see how often people click (or don’t click) on links to particular articles from individual sources.
They tell us in the patent: “Well known sites, such as CNN, tend to be preferred to less popular sites, such as Unknown Town News, which users may avoid. The traffic measured may be normalized by the number of opportunities readers had of visiting the link to avoid biasing the measure due to the ranking preferences of the news search engine.”...
Jeff Domansky's insight:
Some useful insight for content marketing and PR pros.
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A round up of all the best insights from the live Q&A, which explored how alternative news sites platforms interact with mainstream news sites... The internet has enabled the proliferation of alternative news sites, such as blogs and community news platforms, providing consumers with a variety of perspectives. In our recent live Q&A, we explored what role these news platforms play in breaking news and how far they impact mainstream news reporting. Here is a selection of views from our recent live Q&A looking at the relationship between alternative news platforms and mainstream news sites.... Great insight... more local, more video, more activism, more news...
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Stealth marketing? Facebook is a place where you can share pictures of cute animals and fun activities. Now there’s a browser extension that lets you encode those images with secret, hard-to-detect messages. That’s the idea behind Secretbook, a browser extension released this week by 21-year-old Oxford University computer science student and former Google intern Owen-Campbell Moore. With the extension, anyone — you, your sister, a terrorist — could share messages hidden in JPEG images uploaded to Facebook without the prying eyes of the company, the government or anyone else noticing or figuring out what the messages say. The only way to unlock them is through a password you create....
Israel George's curator insight,
April 11, 2013 11:18 AM
Bringing a new meaning to "A Picture is worth a thousand words"....the "Words" are there just hidden away.
Jeff Domansky's comment,
April 11, 2013 2:08 PM
Very true Israel. Will be interesting to see if there are any marketing applications.
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...At their core, Facebook, Tumblr, and Twitter are sharing networks, not publishing companies. They act as platforms for other people’s content, which can be spread rapidly and massively among their communities. A consequence of being walled gardens that restricts this sharing activity within their own properties, however, is that they give up the right to decide when and how that content breaks free into the wider public discourse.
Even though it had success with its partnerships program at placing stories into other forums, Storyboard’s stories always had the whiff of marketing, or what is these days being described as “native advertising.” As we now know, that ultimately did not work out for Tumblr. Going by Fletcher’s comments, perhaps Facebook Stories will meet a similar fate....
Jeff Domansky's insight:
Who needs journalists when you have citizen journalists? Answer: We do!
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... According to a study by SimplyMeasured, 69 of the world’s top 100 brands now have Pinterest accounts, and Pinterest is still driving more traffic to websites and blogs than Twitter, LinkedIn, Google+, or YouTube.
For right now, Pinterest doesn’t seem to be going anywhere, and the stats for marketers are still very encouraging. One in five Pinterest users have purchased something they’ve seen on the site, and when they do buy, they spend around $80 per purchase — twice that of Facebook buyers.
And now, Pinterest is shaking things up — there have been some very interesting changes to the service in the last few months. Let’s take a look at some of these recent additions and modifications, and what they mean for content marketers....
Jeff Domansky's insight:
Keep on top of Pinterest changes through this update for future marketing opportunities.
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The Kardashians are social media marketing and branding superstars. Here's how you can Keep Up with the Kardashians on your own social media networks....
Love them or hate them, the Kardashian family knows how to market themselves. Okay, so they have a reality TV show, or four, that helped propel them to the highest levels of fame. But they are still social media marketing and branding superstars. So here's how you can Keep Up With The Kardashians....
Jeff Domansky's insight:
Unexpected source for marketing inspiration...
Wenjing Zheng's comment,
August 21, 2013 10:40 PM
the Kardashian family used the social media to shows they care and engaging with consumers.Knowledge of branding will help improve a company’s brand perception to be easily distinguished from other similar or competitive brands, and to generate the level of awareness and interest a company is capable of and Kardashian ha done this very well.
Samara Paxton's curator insight,
October 2, 2014 6:42 PM
The Kardashians use their brand to engage their customers, and make them feel as if they are included. By communicating with their fans, it shows them that the 'brand' cares about them, and that their opinion is being heard. This is largely beneficial to the Kardashian Brand, as it ensures that they have loyal and repeat customers, all via a tweet.
Laura Diamond's curator insight,
December 28, 2014 6:54 PM
Although it pains me to scoop the Kardashian family are social media trending gurus. Since they all basically became famous for doing nothing this family relies on their fans and social network to keep the millions coming in. Between the reality shows, their marketing for brands they endorse, their own clothing/accessory brands etc the family are some of the best in the world for getting their network across the table.
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The current fad of big data has caused marketers to ignore the requirement that humans need to analyze conversations...
...Big data is the allure of more. More information. More access to behavior. Opportunities for more sophisticated analysis. The thinking goes likes this: If we know every move people make then we not only know everything, but we can predict everything. As business people we love it because the information is finite, scalable and measurable.
It’s ironic that big data has such an allure in an age when some of the most important information happening online is coming out of conversations. And the way to analyze online conversations is to read them, participate in them and try to understand them without a formula.
Conversations are not data. Anyone who has ever tried to analyze them through sentiment analysis knows this. If you ever watched Star Trek, you can imagine clearly that even an advanced, science fiction character like Data, misunderstood human conversation....
Jeff Domansky's insight:
Great quote: "Conversations are not data."
If you're not listening, you're losing track of invaluable insight.
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Who knew? Happiness levels captured by Tweets rise logarithmically with distance from our average location, say computer scientists studying Twitter sentiment. Happiness levels captured by Tweets rise logarithmically with distance from our average location, say computer scientists studying Twitter sentiment.... The way sociologists and anthropologists study modern society has changed dramatically in recent years. One of the major advances has been the ability to study human behavior by mining the massive databases from technologies such as mobile phones and social media, such as Twitter. These technologies provide a fire hose of near real-time data about people's ideas, location and even their feelings. That's enabled entirely new insight into the way society behaves. Today, Morgan Frank and colleagues at the University of Vermont take this work a step further by analyzing how the sentiments people express over Twitter change as they move further afield....
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Marketing forecast? Sunny with a chance of burritos...
Who said content marketing isn’t fun? A recent Adweek story looked at three companies, including Taco Bell, who are buying real-time, mobile ads based on the weather.
Twitter and The Weather Channel were quick to recognize the growing revenue possibilities in mobile marketing. They announced a deal to create custom content based on the weather and sell it to eager marketers....
Jeff Domansky's insight:
The key question in traditional and social media soon will be: "How much sponsored content is too much?"
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This is the first of a three-part article about Public Relations for SEO.... ...The six Major Public Relations Steps that we followed, which can improve your SEO rankings and increase conversions are listed below. This article will cover the first two, and subsequent articles will cover the rest. - Have Something To Say… About A Trend - Write Your Press Release - Pick A Strategy To Target Journalists - Schedule Your Announcement - Pitch Journalists - Work It Just Before, On, And After The Announcement...
Jeff Domansky's comment,
April 10, 2013 2:38 PM
Includes a really good case study as well as the six steps.
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Instead of wasting time collecting followers, focus your energies on improving engagement with your Twitter followers. Here's how....
...One of the biggest mistakes a company can make is following other Twitter accounts that have nothing in common with the company or collecting Twitter followers that do not share the same interests as the company. Instead of wasting time on collecting followers, focus your energies on improving engagement with your Twitter followers. Most small businesses have limited resources and cannot afford to have inefficient social media marketing campaigns....
Jeff Domansky's insight:
Practical tips for better Twitter engagement.
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As successful link building tactics change, companies and clients alike are seeking to understand how certain forms of link building can be translated into long-term content marketing campaigns.... The growth of content marketing is also a concept that Fred Wilson of Union Square Ventures agrees with. Content marketing continues to see growth because it is the future of online marketing. He likes to think of content marketing as "moving the message from a banner to your brand and changing the engagement from a view to a conversation." Furthermore, Google's algorithm is continuously changing, meaning this pretty much guarantees that the quick win strategies that may have worked in the past will no longer work in the future. For instance, Google has announced that in the future, they will no longer be announcing/confirming Panda updates because it will be integrated into the search engine's existing algorithm (i.e. Panda is here to stay indefinitely). We've also seen recently the dangers of garnering links from paid advertorials (even on respected, high domain authority websites), a tactic considered as "buying links" in Google's perspective. Now is definitely the time to develop a new type of strategy to garner links and traffic. Inspirational examples of phenomenal content Below are some examples of companies that have created phenomenal pieces of content. Hopefully this provides ample motivation to take your site/client's site to the level!...
Jeff Domansky's comment,
April 10, 2013 2:51 PM
Stephanie Cheng's post is a must read. she's put a lot of time into outlining what content audit looks like and tips on developing a content marketing strategy that works. Definitely a post to bookmark.
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Apparently, as of March 2012 there were 644,275,754 active websites (according to Business Insider) and you know the number has done nothing but rocket up since then. Someone has to go through and find the best, most interesting web content to make it easier on everyone else–but what does this have to do with technology? After all, DailyTekk IS a tech blog, right? Yes it is, and to me, great web content has everything to do with technology; as TechCrunch pointed out, the world is being eaten by technology to the point that all journalism is becoming tech journalism. Here’s another way to look at it: what good would your smartphone or tablet be if you had no good content to read, watch, interact with or play? You’re welcome.... Treasure chest of blogs to check out...
Jeff Domansky's comment,
April 11, 2013 9:01 PM
Hello Min, glad it was interesting for you. Thanks for the scoop.
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I'm always fascinated by organizations that embrace brand journalism, hiring reporters to create content that serves as marketing and public relations. For almost a decade, I've recommended that companies of all kinds model their sites not on their peers' boring old brochure-like approach but rather aspire to becoming like a media site such as Forbes, the BBC, or The New York Times and that they actually hire reporters and editors, not marketers and copywriters, to produce the content.
One look at the Raytheon homepage shows they do exactly that. There are real-time news, images, and a top stories section. And Raytheon is a B2B (and B2G) company! "You can see our homepage is very much a news operation," says Corinne J Kovalsky, Director, Digital & Social Media at Raytheon. "We've got feature stories and trend stories about cool products."...
Jeff Domansky's insight:
Excellent example for an online newsroom as well as strategies for brand storytelling, brand journalism, social marketing, content marketing, social PR, digital PR or any other name you want to give it.
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Around 50% of Justin Bieber's followers on Twitter are fake, suggests a report which looked into social media profiles on the microblogging site. The 19-year-old has the most followers in the world after overtaking Lady Gaga last year. But new research claims out of his 37.3 million followers, only 17.8 million are linked to real accounts. The website Socialbakers found 47% of the singer's followers on Twitter were genuine fans. Lady Gaga has 19 million genuine followers, suggests the report It suggests that after calculating Lady Gaga's potential share of fake followers, she still has 19 million real ones compared with Justin Bieber's 17 million....
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The iOS legion has been able to play around with Cinemagram since February of last year, but now it's finally time for Android users to also experience what the app's all about. And while there are certainly other animated applications on the platform that are somewhat similar, Cinemagram stands out from the majority due to its built-in social features -- think of it as an Instagram of sorts, where other users can easily comment on and keep up with your recent four-second creations.
What's more, the app allows other tidbits like special effects to be added to videos, while the ability to share these "GIFs on steroids" to Facebook, Twitter and Tumblr are also options within Cinemagram....
Jeff Domansky's insight:
Cool content marketing possibilities...and more cute cat and dog pictures and sharing LOL.
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Google has hundreds of apps, but there are some that can have a serious impact on your online marketing initiatives that seem to be flying under the radar....
... Sure, Google has hundreds of apps, but there are some that can have a serious impact on your online marketing initiatives that seem to be flying under the radar. Additionally, Google’s products typically have “freemium” models, which offer the invaluable opportunity to experiment with a variety of different techniques and hone in on what serves your brand most. We’re all for testing out the latest and greatest from the world’s most powerful Internet giant.
If you haven’t already, I encourage you to give a few of these seemingly under-appreciated products a spin....
Jeff Domansky's insight:
Really liked this post and its reminder of several great tools!
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When a small business sets out to grow their visibility online, it’s always good to have a plan in place. The plan should be strategic and well researched. It will help you, the small business owner, to connect with your target customers and grow your visibility. Social Media is a great way that small business owners can grow their visibility online. Case in point, in a recent survey by Manta of 600 small business owners across the United States: 90% of them said that they are actively engaged in social networking sites and 74% felt that social networking online was very valuable and that it was starting to out-weigh networking in-person. How to reach your target customers What can you do as a small business owner to grow your visibility and become active in social media? By using the acronym R.A.C.K, I want to share a few suggestions of how you can rack-up social media cred....
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First it started with Twitter. Now other micro-sharing platforms, like Vine and Snapchat, are becoming a popular way to share content and communicate with friends, family, and online. Vine was acquired by Twitter and officially launched in 2013. It allows users to create looping six-second videos and share them via app only, much like Instagram (in fact, there's not even a user login on Vine's website).
As for Snapchat, it strives to make messaging and communication to friends and family easily through photos with captions that are deleted instantly once the recipient views it (however, the "instant deletion" part is under contention, especially because the iPhone can take screenshots). At the end of 2012, Snapchat users were sending 50 million photos a day.
In response to the large ballooning growth of Snapchat, Facebook created a Poke app that does much of the same thing, in just 12 days. These micro-sharing platforms make sharing photos and video faster than ever, but the question remains, can businesses use it? Here's how....
Jeff Domansky's insight:
Micro-sharing and visuals are huge and growing even more quickly. Great content marketing possibilities.
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Developing a successful localized social media strategy can seem overwhelming, but by implementing these tips and seeking out a social CRM tool from a trusted partner that fits a brand’s needs, the process can be vastly simplified...
...With a new focus on local search, Facebook has upped the stakes significantly for multi-location brands. According to a comScore local search study, consumers already search locally on Facebook. The study found that Facebook was second to only Google Maps as the place people go to conduct local searches on mobile devices. In light of these trends, national brands should respond by building out local Facebook pages for each of their many locations if they want to compete with local and national competitors in each of their markets.
Only a local presence can deliver the engagement and local flavor required to penetrate Graph Search and Nearby. Developing a social media strategy that works across all of a brand’s locations, however, is difficult, and several roadblocks should be considered before jumping in....
Jeff Domansky's insight:
Valuable social media research for marketers.
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While social media can build your business brand, it can also tear you down. View this list of 10 potentially damaging social media problems. Small business social media is a good thing…usually. Of course, this week observers in business and technology fields got a good look at how social media can also go bad. Challenges in small business social media are inevitable. Social media tools can build your brand. But, they can also tear you down. There are many uncertainties too. Below are 10 troubles with small business social media and how to set them right..--
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What measurement matters most? Among the questions journalists need to ask but may not have the data to ask are whether stories are being tweeted or retweeted at higher than expected rates, he said. “That’s a more interesting number,” he said. At Guardian US, social news editor Katie Rogers said she sees successful engagement as “when a reader takes the time to share something that furthers the story or kickstarts something completely new.” She said via email that she measures online engagement by looking at metrics including social shares, on-site comments and page views....
Jeff Domansky's insight:
Some of these measures work for PR and marketing too.
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Brands struggle to produce interesting, engaging online PR content. Find tips and tricks to help make your company's news more newsworthy....
When bloggers and media become annoyed by irrelevant content, they’re not all that likely to write about your company or contact you for expert opinion on industry news. At the same time, when it comes to brand content, customers don’t like to have to dig for the information they need to make buying decisions. They may even stop reading your missives altogether and miss out on the real news. This is not a good thing.
The problem, then, is two-fold: too much non-news content, and poor targeting of good content. Ideally, you will create relevant, targeted content, whether for customers, prospects, investors, distributors, or other groups who may have an interest in your company news. Then it needs to reach that specific group. Avoid confusing your different audiences with fluff content and news announcements because you feel it’s time to publish something new just to attract their attention. “More” attention isn’t nearly as desirable as the right attention....
Jeff Domansky's insight:
No news and poor targeting are always a recipe for bad PR.
Brooklyn Quevillon's curator insight,
April 11, 2013 11:09 AM
Very intersting and engaging online PR content.
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...Adobe’s 2013 Video Benchmark Report, released today, showed how incorporating video content in social media campaigns can help brands and media companies get better results. In 2012, video social engagement rose from 42 percent to 70 percent compared to 2011, the study found.
But “for marketers and advertisers wanting to know how to unlock the potential on social,” Gaffney said, “it becomes very clear that one of the biggest levers that they’re not pulling as hard as they could is video.” Getting the content can be a challenge for marketers — videos don’t produce themselves — but Gaffney said the increase in engagement and reach will be worth the effort. According to the report, social media users are more than twice as likely to engage in video content than non-video content, meaning that videos get more likes, comments, and shares than photos, links, and text. Viral reach for video, which is measured by the number of people who see a post in their feeds through friends or a brand page, accounts for 77 percent of all reach on social media sites....
Jeff Domansky's insight:
Here's more research proof that visuals and video are critical to impeachment and better results. |
It may seem easier to market a naturally stunning location...but Australia's tourism page is leading the way with clever posts, audience engagement, and "newsjacking" - aka the art of using current news stories to promote your business and ideas. By allowing their facebook fans to post dated photos, Austrailia's page has images on their timeline that go back to the early 1900's! Well done, mates.