Digistalcia
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Digistalcia
A learning journey of all things social
Curated by Charissa Kwok
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The 25 Scariest Things About Turning 25

The 25 Scariest Things About Turning 25 | Digistalcia | Scoop.it
Feeling the ever-growing chasm between the friends who have "careers" and the friends who have "jobs," and wondering what side of it is even better to be on.
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Third-Party Apps No Longer Required To Create Facebook Promotions - AllFacebook

Third-Party Apps No Longer Required To Create Facebook Promotions - AllFacebook | Digistalcia | Scoop.it
Facebook Tuesday announced updated guidelines for promotions on the social network, and the most prominent change was the removal of the requirement that promotions be administered via applications only.
Charissa Kwok's insight:
New Facebook promotion guidelines announced in Aug 2013:Collect entries by having users post on the page or comment/like a page post.Collect entries by having users message the page.Utilize likes as a voting mechanism.

According to Facebook, these new guidelines are meant to make it easier for small businesses to gain brand & product awareness. 

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Creating Good Posts on Social Media | Social Media Today

Creating Good Posts on Social Media | Social Media Today | Digistalcia | Scoop.it
Is there any such thing as a perfect social media post? Each social network has a specific set of expectations, limitations — and pros and cons. And each one is constantly evolving in terms of potential.
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Battle of the brands: Which retailers generate the most Facebook user engagement?

Battle of the brands: Which retailers generate the most Facebook user engagement? | Digistalcia | Scoop.it
This year has been slow going for for some of the biggest brands on Facebook, with top retailers experiencing a drop in engagement and volume despite ramping up the number of posts and luxury brands emerging as marketing leaders on…...
Charissa Kwok's insight:

- Top retailers experiencing a drop in engagement and volume despite ramping up the number of posts and luxury brands emerging as marketing leaders on the site 


- Key findings showcase that compelling content is still king, and brands that organically are tied to style and pop culture, like luxury brands, tend to benefit from the strongest engagement with their fans.

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Why is Your Content Boring? | Business 2 Community

Why is Your Content Boring? | Business 2 Community | Digistalcia | Scoop.it
“Our content isn’t producing the results we want.” As a content marketing consultant, I hear this one often. As a content consumer, I see why—all
Charissa Kwok's insight:

You need to call attention to your content. You need to make it so good people would pay for it—even when you’re giving it away. And yes, you should be giving your advice-heavy content away.

 

You need to ask yourself, will this thing I’m attaching my reputation to be memorable? If your content is bland or boring, it’ll be instantly forgotten, as will you.

 

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Marketing the unpleasant truth - FT.com

Marketing the unpleasant truth - FT.com | Digistalcia | Scoop.it
In a recent British television advertisement for the mouthwash Corsodyl, an attractive model is filmed in modish, sepia tones getting ready for a night out.
Charissa Kwok's insight:

Where is the line between positivty & negativity in advertising? While agencies attempt to out-do each other in creating shock moments, what is the limit to what the consumer will or will not accept? 

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Copywriting Content Lessons from David Ogilvy | Social Media Today

Copywriting Content Lessons from David Ogilvy | Social Media Today | Digistalcia | Scoop.it
Scan through these nine tips on copywriting, content writing, and general advertising, straight from the master, David Ogilvy.
Charissa Kwok's insight:

7 famous quotes from David Ogilvy: 

 

1. "I don’t know the rules of grammar… If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.”

 

2. "A good advertisement is one which sells the product without drawing attention to itself.”

 

3. "If it doesn’t sell, it isn’t creative.”

 

4. "Advertising is only evil when it advertises evil things.”

 

5. "On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

 

6. "Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.”

 

7. "Good copy can’t be written with tongue in cheek, written just for a living. You’ve got to believe in the product.”

 

8. "If you ever have the good fortune to create a great advertising campaign, you will soon see another agency steal it. This is irritating, but don’t let it worry you; nobody has ever built a brand by imitating somebody else’s advertising.“

 

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Social media cost of inaction (COI)

Social media cost of inaction (COI) | Digistalcia | Scoop.it

Need to convince a client why social media is integral to the marketing mix?  Consider social media COI - cost of ignoring. 

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Panda Express - Restaurant - Timeline | Facebook

Panda Express - Restaurant - Timeline | Facebook | Digistalcia | Scoop.it

A case study of Panda Express - engaging fans on Facebook

 

1) Facebook contests are powerful when: 

you already have a fan base and want to bring them to FB 

you're doing something skill-based e.g. Panda Express' "Raise the steaks" contest 

 

Contests are also amplified by regularity so consider holding them at defined intervals to encourage appointment dynamics.

 

2) Exclusive FB-fans only freebies (see also, Sephora) 

 

3) Exclusive seasonal offers built around special occasions e.g. Fathers Day, Graduation etc 

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Why Carlsberg's Toast to Courage Went Viral

Why Carlsberg's Toast to Courage Went Viral | Digistalcia | Scoop.it
Carlsberg's ad featuring a couple watching a movie with burly bikers has become a global viral hit. Why?

 

1) Know what your brand stands for. Carlsberg had a strong tagline "That calls for a Carlsberg" that stood for courage, a virtue to extol. 

 

2) Social media enhances the realism of  video - no one suspects its an advertisement, and enhances the entertainment value of the clip. 

 

3) The best kinds of videos to be shared are those evoking physiological responses like laughter, anger, crying and shock. Think you knew it, think again. 

 

 

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Six brands making good use of Pinterest, and two that aren't

Six brands making good use of Pinterest, and two that aren't | Digistalcia | Scoop.it
Pinterest has come from nowhere to become one of the biggest social networks in the US, though its popularity in the UK has so far failed to live up to the hype.

 

Lessons for success on Pinterest: 

 

1) Be relevant: Include click-through links to your website 

2) Mix it up: Include a good mix of your products and repinned images that link to fashion and design blogs

 

Never: 

 

1) Alert users to the fact that one of the main objectives of the page is to “drive traffic through to nike.com/nikefootball”

2) Create a board without adding pins


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Making Sense Of Key Pinterest Metrics And Analytics Tools

Making Sense Of Key Pinterest Metrics And Analytics Tools | Digistalcia | Scoop.it

Key Pinterest metrics:

 

1) Clicks per pin

2) Re-pins per pin

3) Average pin duration

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eCPM -- what exactly is that? - Inside AdSense

eCPM -- what exactly is that? - Inside AdSense | Digistalcia | Scoop.it

eCPM: effective cost per mile (per 1000 impressions)


Calculation - 


Total earnings/impressions (x 1000) = eCPM 

 

e.g. if you receive 1000 impressions of blue skyscrapers, you would earn roughly $4. But let's assume 1000 impressions of red skyscrapers would earn you $5. In this case it makes more sense to switch to red rectangles as it generates more revenue per impression. 

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The 21 Things to Let Go to Become the Happiest Person in the World

The 21 Things to Let Go to Become the Happiest Person in the World | Digistalcia | Scoop.it
Discover the 21 Things to Let Go to Become the Happiest Person in the World. Your life will never be the same once you let go of these 21 things.
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STUDY: Facebook Sponsored Stories Bring Results, But Value Can Be Found In Other Ad Types - AllFacebook

STUDY: Facebook Sponsored Stories Bring Results, But Value Can Be Found In Other Ad Types - AllFacebook | Digistalcia | Scoop.it
The various types of sponsored stories offered by Facebook require more financial investment on the part of advertisers, but also deliver far better results, according to the findings of a new report by Salesforce.com, released Tuesday.
Charissa Kwok's insight:

Findings from Salesforce indicated that 

Click-through rates were well above average for several types of sponsored stories, including check-in stories and page post like stories.App ads, click ads, event RSVPs, and inline likes generated low CTRs but were all inexpensive in terms of cost per impression.Mobile app install ads delivered above-average cost per click and CPI.Sponsored app action stories cost 25 percent more per app install when compared with their nonsponsored counterparts but drove app installs at a rate 5.7 times higher.Sponsored page like stories cost 43 percent more per like than their nonsponsored counterparts but were 13.7 times more successful at delivering page likes.

Also includes benchmarks for Ad Performance by Industry & by Sponsored Story vs non. sponsored story 

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Facebook's Story Bump | Social Media Today

Facebook's Story Bump | Social Media Today | Digistalcia | Scoop.it
Facebook has done away with EdgeRank and is now embracing the ‘story bump.' Here are three tips to help you take advantage of this new feature.
Charissa Kwok's insight:

As Facebook does away with its EdgeRank algorithmn and replaces it with Story Bump (akin to a forum "bump"), 3 things have become more important than ever: 

 

1) Make sure your content is compelling

First things first: The more informative, educational and compelling your content, the more likely it will be interacted with making it more likely to be bumped to the top.

 

2) Start segmenting your Facebook content 

By putting your content in front of the right audience, you’ll grow your audience exponentially and create brand advocates because you’re sharing information that they want.


3) Shares, Likes and Comments have never been more important

With EdgeRank, it hardly mattered how many people liked, shared or commented on your Facebook post.  Now the entire Facebook algorithm is based on it, so make sure that your including a “social call to action” in at least 50% of your posts.


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Social@Ogilvy: The 7 Principles of Social Design – How to Make Content Shareable

Social@Ogilvy: The 7 Principles of Social Design – How to Make Content Shareable | Digistalcia | Scoop.it
This post first appeared on Fast Company By now, hopefully, we can all agree that we have collectively debunked the myth of manufactured “virality.” Most brands understand they cannot create the magical piece of content that actually helps their business...
Charissa Kwok's insight:

7 Principles to Shareable Content: 

 

1. It's a value exchange - Who's your audience? Do they value what you want to say? 

 

2. Disruptive Ideas - We notice things that ask "why" things work the way they do. We challenge the hard questions. 

 

3. Great stories - All great stories have a key element: the emotional hold on us that we remember long after. 

 

4. Fresh interest - How can we create a fresh angle/perspective? 

 

5. Social Proof - How many of my friends have noticed this too? 

 

6. Creative Participation - If they've played a part, they'll share it.

 

7. Simple Advocacy - Tell me to share it, and I will! 

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User-Generated Content Marketing | Social Media Today

User-Generated Content Marketing | Social Media Today | Digistalcia | Scoop.it
Leverage the thoughts, words, and images of real human beings - with their permission, of course.
Charissa Kwok's insight:

The cornerstones of user-generated content marketing: trust, accountability, a genuine interest in the needs of the consumer. 

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Why consumers in Vietnam are calling for a ban on Coke

Why consumers in Vietnam are calling for a ban on Coke | Digistalcia | Scoop.it
ASIA-PACIFIC - Coca-Cola might be famous for spreading messages of joy and peace, but in Vietnam, the world’s largest beverage player is being accused by some of contributing to the suffering of medical patients via tax evasion.
Charissa Kwok's insight:

A brand needs to be transparent, open & likeable in order to thrive. In other words, show personality. 

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7 Goals of Successful Community Management Strategy | Social Media Today

7 Goals of Community Management: 

 

1. Enhancing awareness

 

2. Improve Public Perception

 

3. Enhance Customer Service/Support

 

4. Create Advocates

 

5. Collect Analysis and Feedback

 

6. Educate Existing and Potential Users

 

7. Drive Acquisition

 

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6 Ways to Gamify Your Facebook Marketing

6 Ways to Gamify Your Facebook Marketing | Digistalcia | Scoop.it

Gamify your Facebook page by adopting the following: 

 

1) Like a funnel, identify top-end major waypoints (e.g. liking, becoming a fan, sharing, linking, subscribing) and see how and then track the metrics as users move through 

 

2) Assign points for every social action and allow users to track their progress and move toward the next level. Do this in stages to build anticipation. 

 

3) Run a contest - but one that aims to drive existing users to the FB platform. Also, skill-based contests work the best as it inspires creativy and effort. Also, hold regular contests. 

 

4) Branded games on FB - the problem is that user engagement spikes, and then drops. If you have to, build a classic game.

 

5) Alternatives to traditional games: Design a challenge around gamification. The best challenge approaches focus on simple, authentic actions that anyone can do tied to an appointment dynamic. E.g. Oprah's "Thank you app"

 

6) Focus on the experience - leave the technology to the experts. 


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How Sephora Used Facebook to 'Thrill' Its Fan Base

How Sephora Used Facebook to 'Thrill' Its Fan Base | Digistalcia | Scoop.it
Sephora's 15 Days of Beauty Thrills led to increased engagement on all social channels and the website. Here's how the beauty outpost pulled it off.
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How the #BullyMovie Twitter Campaign Triumphed Over the MPAA

How the #BullyMovie Twitter Campaign Triumphed Over the MPAA | Digistalcia | Scoop.it

Excelling on #Twitter: 

 

- Remember that there is no way to force a phenomenon. Instead, ask yourself: Is your message compelling enough to be told? Is there a cause to be furthered? 

 

- Every message needs to be personal in order to resonate with others 

 

- Engage influentials to further your message 

 

 

 

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Cannes 2012: Dan Wieden and John Hegarty on making the work better

Cannes 2012: Dan Wieden and John Hegarty on making the work better | Digistalcia | Scoop.it

CANNES – Thirty years ago, on April 1, two maverick agencies, BBH and Wieden+Kennedy, were born on different continents with striking similarities beyond the twin birth dates.

 

When the competition heats up, here's some tips from the pros: 

 

Dan Wieden: "When you do your job right, you add something to the value of the brand, not just for the audience but for the people who work there"

 

Jon Hegarty: "We had to do better! The better they do, the better we do. Great creativity drives each other, two people run a race faster than alone.”

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6 Pinterest Tips From Power Users

6 Pinterest Tips From Power Users | Digistalcia | Scoop.it

Tips for excelling on Pinterest:

 

1) Use sites like Pinwords.com to create a high impact message with ease. Remember that quotes + pics = money on Pinterest 

 

2) Tip from Lizzie Roscoe of McDonalds: "Before you pin on behalf of a company or brand, always ask yourself: ‘Is this content unique, original, fun or helpful in anyway?’ Don’t pin everything anything under the sun, but really give thought to the images or videos you are pinning. What story does it tell? What does the image or video communicate about your company?”

 

3) Repin responsibly - click through before repinning and ensure that all links work.

 

4) Find your 'win' space: Do something unique on Pinterest that piques interest.

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