Marketing: New Tools and Approaches
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Reading between the tweets, psych firms help brands understand their customers

Reading between the tweets, psych firms help brands understand their customers | Marketing: New Tools and Approaches | Scoop.it
Software firms are racing to help brands understand what customers are really saying about their products.

Via Get Clients Online
Rachael Johnston's insight:

This is actually very cool!! IBM is creating a software that helps distinguish the personality of users in order to better understand their tweets/comments. 

Currently, there are tools that can help you search through all the tweets for ones about your company. You can also sift through those for certain words. However, this doesn't always help because it doesn't have that human touch. For example, some words like "sick" and "bad" would be looked up to find negative comments, but these words are also slang and are often used in a positive way. 

The software IBM is creating will add this human touch.  It will also be able to rate users on the Big Five Personality Traits: Openness, Agreeableness, Conscientiousness, Extraversion, and Neuroticism. After the user has been rated, the program can identify whether the person is usually negative or positive. This helps find more important tweets. For example, if a person who is usually very positive posts an extremely negative tweet about your product or brand, you should take it very seriously because it is out of character. 

I think this could really catch on if the program works effectively. I also think that this can lead to more than just searching for stuff about your company, but it can also tell you how to target certain users, for example, industry influencers. If this technology can determine the users ratings on the Big Five, companies can better determine which users they want to work with and how they should go about getting in contact with them. For example, if they are very open, you might go straight to a direct message asking, but if they are less agreeable, high in neuroticism, and more introvert, you may want to do a less direct approach and slowly start to engage with them. 

I can definitely see this software, and many more like it, becoming popular in the future.

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Misuse of internet and social media driving 15% rise in workplace disciplinaries

Misuse of internet and social media driving 15% rise in workplace disciplinaries | Marketing: New Tools and Approaches | Scoop.it
Disciplinaries in the workplace have risen by 15% over the past year according to research from specialist HR recruiter Ortus. On … (Facebook and Twitter at work prompt 15% rise in disciplinary measures at work.

Via Vivienne Storey
Rachael Johnston's insight:

There was a 15% rise in social media driven workplace disciplinaries between March 2013 and March 2014, which is incredible. This clearly demonstrates that it is now crucial for businesses to have a Social Media Policy that all employees must abide by. This policy can help guide them through how to effectively use the business' social media profile. It can help them decide what content should be posted and what shouldn't, and it can help them better understand the personality the company is trying to portray through their online profiles.

 

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Vivienne Storey's curator insight, March 16, 2014 11:59 PM

Some interesting stats reflecting the rise and rise of social media in the workplace.

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10 free analytics tools to help you manage social media - TechRepublic

10 free analytics tools to help you manage social media - TechRepublic | Marketing: New Tools and Approaches | Scoop.it
10 free analytics tools to help you manage social media
TechRepublic
... Youtube, or FourSquare. Each platform gets its own magnitude number.
Rachael Johnston's insight:

The 10 free tools they list in this article are: Riffle, My Top Tweet, SocialRank, HowSocialable, Twitonomy, Simply Measured, Social Mention, SocialBro, TweetReach, and SumAll. A lot of these tools offer a lot of the same things and are just slightly different. 

I have noticed through reading all of these articles, listening to class lectures, reading extra material, and learning from peers, that there are so many programs you can use to do the same things. I think when I begin to start using some of these I will discover which ones are easiest, best , and more helpful to use, but right now it all seems like a big jumble. They all seem like cool tools to use, but there are so many I am finding it a little overwhelming to try to deice which ones you would like to use. It is also different because many articles suggest different tools too, so I think my best option is to try to find a trusted advisor who I particularly enjoy and follow their advice. However, I do understand that its all about testing your results and making adjustments.

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How to Launch a Google AdWords Campaign the RIGHT Way

How to Launch a Google AdWords Campaign the RIGHT Way | Marketing: New Tools and Approaches | Scoop.it
3 critical how-to's to get started with a Google AdWords PPC campaign.

Via steve heye, Morgan Newall, With Intent
Rachael Johnston's insight:

This is a helpful article I will definitely refer to in the future when setting up a Google Adwords campaign. 

It tells you how to structure your account, how to set your budget, and how to optimize your ads.

 

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The Key to Marketing in the Social Era: Understanding Digital Culture

The Key to Marketing in the Social Era: Understanding Digital Culture | Marketing: New Tools and Approaches | Scoop.it
When we are talking about digital first and social strategy, we aren't talking about the web or mobile or any of the tactics or tools themselves. We're talking about something much more fundamental: Digital first is cultural, not ...

Via Julia Chandler
Rachael Johnston's insight:

Social media is becoming more and more popular and the digital culture is taking over. There is an increasing expectation of accessibility by consumers. Consumers now expect that all businesses are present on social media of some sorts. So if your business is not, you are far behind!

A few rules this article gives for marketing in the digital culture are:

1. The is no mass. This means, don't try to appeal to everybody. Your target can't just be everybody on Facebook. Because almost everybody is active on some sort of social media platform, you cannot just target everybody or your campaign will be completely ineffective. Determine who your target is and how you can directly get their attention on the platform. Ex: what hashtags should you use

2. Listening is more valuable than talking. Listen to what your consumers are saying about what they want and what they think. Don't always just push out content, truly try to engage in others' content as well to foster relationships.

3.When you see a parade, get in front of it. This simply means, if you see something that is trending or grabbing a lot of attention, use it your businesses advantage. Get involved in the action!

4. Earn and give! Create value for your viewers ad followers. Give back to them by providing interesting and useful content.

5. Invest long-term. Social media is not a one time thing. You need to be consistent and constantly active. You need to respond in a timely manner and post up-to-day and relevant content. Additionally, you can measure the success of campaigns and profiles better over a longer period of time. If you don't see results right away, don't just give up. Give it time to foster relationships and build a community.

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The 5 Best Brands on Vine - HootSuite

The 5 Best Brands on Vine - HootSuite | Marketing: New Tools and Approaches | Scoop.it
Here are five brands on Vine that are capturing people’s attention by taking advantage of one of the hottest new social tools.
Rachael Johnston's insight:

The 5 best brands on Vine are: Oreo, Urban Outfitters, Internet Explorer, Lowe's, and General Electric. This is surprising because this is such a different variety of business types. Each business uses the application effectively but in slightly different ways. All of which are extremely visually appealing. Many of them also offer short how to clips or pieces of quick advice. 

Surprisingly out of these 5, Internet Explorer is the one who is using humour most effectively. This is really unexpected for some reason. They have started a campaign promoting the newest version of Internet Explorer called "Not your father's browser" and it is pretty funny. This is a great way to make, an otherwise boring seeming, company look fun and friendly. 

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Using Vine in B2B Marketing - MLT Creative

Using Vine in B2B Marketing - MLT Creative | Marketing: New Tools and Approaches | Scoop.it
Twitter's new app, Vine, has great potential for B2B marketers for staying top of mind and relevant.

 

Key excerpt...

 

A few key pointers in mind:

Have a clear idea of the message you want to get out: Since Vine only allots you six seconds, it’s important that you have clearly defined the message you want to get out there prior to recording and posting the video.Provide context for the video: It is also important to include context for the video in the body of the tweet. Doing so helps followers understand what they are about to watch and why it matters to them.Give the viewer a takeaway: Provide the viewers of your Vine video with a clear idea of what you want them to take from it. Simply stating what you hope the viewer gets from your video in a brief sentence can make all the difference.
Via CYDigital
Rachael Johnston's insight:

Want to use Vine in your marketing campaign? This article gives a few helpful tools on how to use it. 

Because the video is so short, 6 seconds, you need to make sure you really know what your message is about and you get straight to the point. Make sure you provide context to the video in the tweet or caption to make sure the viewers understand what they are watching. Lastly, provide a take away. Let the viewers know what you want them to get out of it. Just say it in a brief sentence. I think all of these points are important because if you only make the 6 second video is can leave a lot of confusion for the viewer. 

Somethings they suggest you make videos about are showcasing recent work for a client, commenting on industry trends, and offering an inside look or advise. I think all of these are good ideas. I think you should do a mix off all three of these to be effective. By commenting on industry trends and offering advise, you become a trusted advisor to your viewers. Then when you add pictures of your own work, you solidify the fact that you are reputable and you can offer valuable information.

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CYDigital's curator insight, March 11, 2013 1:03 PM

Use Vine as a teaser!


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Think Like a Rock Star: Katy Perry and YouTube, Marketing to Fans

Think Like a Rock Star: Katy Perry and YouTube, Marketing to Fans | Marketing: New Tools and Approaches | Scoop.it
Social media has put an emphasis on brands connecting with their brand advocates, or fans. Find out how Katy Perry and YouTube do it.
Rachael Johnston's insight:

I received this article from the course page, but I found it contained extremely valuable information. 

Many people use YouTube to advertise, but this article sheds light on how you an use the video search engine in a unique way to target your fans. 

It always important to use your fans to your advantage, because they are the best marketers for you. Katy Perry has utilized this information by starting a contest between her fans to encourage engagement. It was right around the time of the release of her hit song "Firework" and Katy asked all of her fans to create a video to "tell the world who their Firework was." The winner of the contest won 4 tickets to the Katy Perry concert and $10,000. But by asking a personal question and getting fans to talk about themselves, she made her fans feel important, and Katy became more important to them too. This was a great way to create a bond with your fans and to really encourage fans to speak their minds.

YouTube has also created a program I did not know about. They have a 'Marketing Ambassador' Program, where they have chosen the top 9 company that have use YouTube successfully to grow their business. These ambassadors must tell others how it worked for them and show them how they can use it too. 

This is a genius idea because it gives real-life proof that effectively marketing of YouTube is possible and this will entice more businesses to want to try. Additionally, it ceases a better relationship with the companies who are already using YouTube effectively. It makes them feel important and valued, which will result in a stronger brand loyalty.

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Facebook Advertising Campaign Structure: A Hands On Tour

Facebook Advertising Campaign Structure: A Hands On Tour | Marketing: New Tools and Approaches | Scoop.it
Here is a step-by-step tour of the new Facebook advertising campaign structure using Ad Sets, complete with a real-world example...
Rachael Johnston's insight:

There is not too much insight to give on this article, it is really just instructions on how to set up a Facebook Advertising Campaign . However, I do think that I will refer back to this in the future. The author gives very clear instructions that era easy to follow. 

 

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Targeting ads on Facebook

Targeting ads on Facebook | Marketing: New Tools and Approaches | Scoop.it
Combining broad categories with precise interests. Plus a clever alternative to the Boost Post button.
As you are probably aware by now, Facebook offers some really nicely drilled down advertising options for targeting possible customers.

Via Thomas Faltin
Rachael Johnston's insight:

Targeting ads on Facebook can be very useful. You can effectively reach the target market you are looking to reach, and Facebook does it for you!

Facebook can target people based on location, interests, and personal information (age, gender, etc.). This is a huge opportunity for businesses that have difficulty reaching their target market.

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3 Questions to Answer Before Your Social Media Campaign Launch

3 Questions to Answer Before Your Social Media Campaign Launch | Marketing: New Tools and Approaches | Scoop.it

Congratulations, you did it! You’ve managed to build your social media following into an active and engaged community. You’ve taken to heart that your social media community is about quality more so than quantity, and you now want to reward your community with a fun loyalty program, contest, sweepstakes or giveaway. But hold on, you’ve done so well about tracking the performance of your social channels that you know that you need to keep track of metrics for this campaign. You also need to know how to define what success looks like and understand the “SOTs” of the campaign—strategy, objectives, and tactics.


Via The Fish Firm II, Lori Wilk
Rachael Johnston's insight:

Really good advice right off the bat. Ask three questions before launching your social media marketing campaign:

1. What is the objective of this campaign.

2. What are the Key Performance Indicators? (KPI)

3. What does success look like?

 

This article says that the first KPIs you should look at are the conversation rate (comments/post), Applause rate (like/post), and Amplification rate (reshare/post)

It is also important to set goals. Set deadlines and goals for how much interactions and followers you expect by then. Make sure to be realistic, but still try to be positive.

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Lori Wilk's curator insight, January 7, 2014 3:32 PM

What is your strategies, objectives, and tactics that will get you the results you desire? When I interview experts about social media they impress upon me to discuss that it's important to have goals and objectives for social media not just to do it without a plan or purpose for the sake of doing it. 

Tanya Smith's curator insight, January 16, 2014 9:28 PM

Metrics are not an easy thing. I know...it's part of my "day job". Some good points are made in this post about asking the right questions so you really understand how well your social channels are performing.

Rescooped by Rachael Johnston from All about Digital and Mobile Marketing
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Four Digital Marketing Trends to Watch in 2014

Four Digital Marketing Trends to Watch in 2014 | Marketing: New Tools and Approaches | Scoop.it
Marketing Strategy - Each year, new tools, technologies, and platforms transform marketing. Here's a look at four trends that will affect marketing this year.

Via Pekka Puhakka
Rachael Johnston's insight:

Now that 2014 is coming to an end, it is neat to read this article that predicted, very well I should add, the digital marketing trends in 2014. 

1. The use of interactive video experience. Videos have become a more popular way for companies. You see more and more videos on your news feeds across several social media platforms. 

2. Cross-screen marketing, meaning marketing trough different channels and different screens (TV, computer, phone, etc.). This is super important! Every generation is at different stages with their ability to use and adapt to technology. For this reason it is important to market on more than one platform. 

3. Data-driven location-based marketing was increasingly used. I feel this is very helpful for more marketers and consumers. This helps target people in your location using GPS. This helps consumers too because it filter out all ads and only sends ones that are relevant to your location.

4. Custom content delivery is increasingly used and important. Companies have realize the important in creating and curating content to create value for their customers, instead of only pushing sales. This has become almost crucial for all businesses, especially big businesses. 

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10 Mobile Marketing Statistics to Help Justify Your Budget

10 Mobile Marketing Statistics to Help Justify Your Budget | Marketing: New Tools and Approaches | Scoop.it
Your marketing budget should be informed and defended with facts and figures to support the channels you wish to market your organization on and why.

Via Pekka Puhakka
Rachael Johnston's insight:

This will be a good article to refer back to when I am working and my boss wants to talk about budget. As mobile use is on the rise, it is increasingly important to spend more money and time on mobile marketing. If people are more active on their mobile device and their desktop, then marketers should be active on mobile devices as well. 

A couple of the interesting stats are:

- A whoppin' 70% of mobile searches lead to purchases within one-hour of being on the website. This is huge! This really shows how important it is to make your webpage mobile friendly. 

- 69% of mobile traffic is video content. So if you're company can create interesting and visually appealing video content, do it.

- 46% of shoppers are less likely to shop around and compare products and prices if they are using a mobile app. This makes a lot of sense actually. It is easier to just stay on one platform and one easy place. Having a mobile app for your company can be very beneficial. You can also create a community here and make it very easy for people to make purchases.

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26 Ways to Market Your Business With Tumblr

26 Ways to Market Your Business With Tumblr | Marketing: New Tools and Approaches | Scoop.it

Learn how 26 businesses useTumblr and gain insights into how you can include Tumblr in your social media marketing today.


Via Roger Verhoeven
Rachael Johnston's insight:

This article doesn't simply state 26 to use Tumblr, but it shows real life examples of how businesses are currently using Tumblr effectively.. I will only mention a few I found particularly interesting:

#4  Dark Rye, an online magazine from Whole Foods Market, used Tumblr in a different way and created a place where people could come to find recipes and suggested YouTube channels to follow. They have created a real community and are becoming a trusted advisor to their followers. 

#7 Glamour. Glamour posts "Fashion Editors' Current Obsessions," including photos, trends, places, or anything else they want to share. As a personal fan of Glamour, I think this is a good idea because all of Glamours customers will see the fashion editors as trusted advisors. This is also a good way for the magazine to promote products. 

#11 Kmart's Tumblr creates a community where people can share (and sell) coupons, codes, and deals. But this blog is plain looking. It has no pictures and isn't very visually appealing.

#21 Universal Music, producers of Justin Bieber, Rihanna, Taylor Swift, and many, many more, has a visually appealing Tumblr page that links to all of the musicians' Facebook pages. I think this is a great idea. Not only because it will likely bring people who visit the page to one of the musicians page, but because it will add credibility to the company's page if they clearly show a list of musicians they are  producers for. This allows them to do that in a less "show-off" way, I think. 

#22 Vimeo is a blog that shares high-quality videos on film-related news. The cool thing about this blog uses a unique tool called Tumblr Bookmarklet, which adds a button that allows users to easily drag content to their Bookmarks bar and easily share on their own blogs. 

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Roger Verhoeven's curator insight, February 23, 2013 3:22 AM
26 Ways to Market YourBusiness With Tumblr
Nicole Paquet's curator insight, April 29, 2014 10:12 PM

I chose to do a Scoop It on this particular article because I thought it would be interesting to do a little bit more research into how Tumblr fares in the world of promotion, specifically that of different brands. For the Caritas Smiles project, I was put in charge of the nonprofits’ Tumblr page and I wanted to gain some more insight on how I should be looking at how we did and how we could have made it even better. In the first paragraph, writer Debbie Hemley mentions how three particular companies work well with this platform. These companies that she identifies are in the fashion, large website, and publishing/broadcasting media industries. Of course working with a nonprofit was already seemingly bleak for us in terms of her criteria but we still felt that there may be a way for us to do even more.

For our webpage, we utilized a free theme like the Huffington Post did. I found it to be interesting that even some businesses didn’t pay for a different theme but Tumblr does offer a great selection of grounds to choose from that bloggers don’t have to pay for. In their example for Ace Hotel, I also noticed that we too had made sure that blog had capability to link back to our actual website as well as our Facebook and Twitter pages. Some other tips that this article delves into is to simply be creative with your blog and try to make it refreshing and unique. CNET does this pretty well as they have a feature in which people can click to show them random postings from their archive. It’s something very simple but also a thing that is not used in every blog you uncover on Tumblr. Overall, this blogging website is extremely versatile and it can be easily used by anyone, even an unconventional nonprofit.

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Here's What's Missing from Your Company's Social Media Policy | JD Supra

For a legal perspective, we asked attorneys writing on JD Supra to tell us what, in their experience, they most often found to be missing from workplace social media policies. We knew...

Via Vivienne Storey
Rachael Johnston's insight:

This articles very helpful in giving tips for how to effectively manage a social media marketing team. It is important to have a social media policy to help guide employees down the right path when engaging on social media through a business account.

In your social media policy, be sure to give good examples of inappropriate behaviour. Make it clear what is prohibited. This also includes what confidential business information is not to be shared!

You must pay careful attention to Labour laws and unions because sometimes unions fall under different regulations and rules.

Pay attention to Geo-location issues. Now most smart phones and other devices can pin-point your location. Make sure it does not share a location you do not wish your followers no about. Ex: confidential partner or client meetings

There is an increasing focus on BYOD (Bring your own devices) in the workplace. As people are starting to use their own devices more and more often for work related actives, it is important to take this into consideration in your social media policy. Make sure employees do not post personal content onto the business page by accident, for example. These things can happen very easily and can cause extreme damages to the business' reputation. 

Lastly, make sure your social media policy integrates with your other company policies. 

 

One thing I think they forgot to mention is that, if there is more than one administrator on a social media account, make sure your social media policy gives a good outline of the kind of personality you're trying to portray through your social media profile. It is impotent to have a consistent personality to keep followers and have a human feel.

 

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Vivienne Storey's curator insight, March 17, 2014 12:01 AM

Some great tips to managing social media positively in the work place.

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Social Insights Tool is a Trailblazer for Digital Marketing

Social Insights Tool is a Trailblazer for Digital Marketing | Marketing: New Tools and Approaches | Scoop.it

DigitAs a digital marketer, it's crucial to have your business accurately represented on Social Media, and to understand what people are interested in, in relation to your business.

Rachael Johnston's insight:

A few digital marketing strategies are:

- SEO. The number 1 spot on search engines get 33% of the traffic, which is HUGE. For this reason an important part of digital marketing today is SEO. It is important that search engines, especially Google, identify your content and website as reliable, legitimate, and valuable.

- Content, content, content! Businesses can no longer simply promote their new products, they have to try to create a community and get their customers engaged. This is how you create brand loyalty now.

- Word of Mouth! This is increasingly more important. Word of mouth here doesn't actually mean mouth, it means the users virtual voice. Sharing things and mentioning companies is the best way to promote  and spread awareness about your business. People want to know what other consumers think before they can really trust a brand.

 

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Tips for Handling Negative Comments and Trolls on Social Media

Tips for Handling Negative Comments and Trolls on Social Media | Marketing: New Tools and Approaches | Scoop.it
Many businesses have second thoughts about joining the social media world because they are afraid of the potential for negative comments.

Via Julia Chandler
Rachael Johnston's insight:

Tips:

- Track all complaints. This is important because you want to be on the lookout for complaints at all times. Because things can go viral so quickly on the internet, make sure you keep up with this and monitor posts about you frequently.

- Respond quickly in public. Make a pubic apology and smooth things over. This is important because you want to make sure that you customers know that their feelings and opinions matter

- Stay positive publicly. This is extremely important! Always be polite and positive in your posts and comments. Nobody likes somebody negative. You need to make sure you are always respectful to other users or you can quickly create a bad reputation

- Deal with issues privately. If the public apology is not enough, deal with further issues in private, otherwise the crisis can blowup.

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12 Top Community Managers Share Their Tips for Better Engagement

12 Top Community Managers Share Their Tips for Better Engagement | Marketing: New Tools and Approaches | Scoop.it
The Customer Experience Series is supported by Webtrends. Get insider tips and a step-by-step guide to acquiring, engaging and nurturing fans. Download the Playbook. Engagement ...
Rachael Johnston's insight:

How can you get your followers more engaged on Twitter?

- Post physical information about your social media. Post your hashtags on your building to encourage customer to check them out and let people know that you are active on social media

- Let them know you care. Create a community where people can share things with you. Use other users' photos, by always give them credit. Let other users know that you enjoy their content to make them feel special.

- Respond to feedback. A good idea is "feedback friday", where you ask your followers to comment on something and give feedback. This make the users feel as though their opinion matters and is being heard. But make sure you actually use the information you gather.

- Create a consistent tone and personality behind your profiles. Just be real and be human

- Think outside the box. Use different locations and events in new ways. You can be surprised how creative you can get

- Use visuals! This is so important. If all people see are words, they are much more likely to scroll right past

- Make connections. Make real connections with specific users, influencers. Share their content and mention them in posts, create a real relationship. This can turn into a very helpful ally some day.

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5 Creative Ways B2B Marketers Can Use Twitter’s Vine — NewIncite

5 Creative Ways B2B Marketers Can Use Twitter’s Vine — NewIncite | Marketing: New Tools and Approaches | Scoop.it

We're still struggling to understand how Twitter's Vine can play a major role in the B2B marketing automation process. We're looking at Vine as just a means to distribute video content that teases to click to an offer.  Not much you can do in 6 seconds. Here's a summary of one take as to how Vine can assist...

 

Here is how Twitter defines Vine:

Vine is a mobile service that lets you capture and share short looping videos. Like Tweets, the brevity of videos on Vine (6 seconds or less) inspires creativity. (Twitter blog post)

 

From what little I’ve seen, I think there are some opportunities for B2B marketers:

1. Quick how-to’s about a product or service.

2. A sped-up video of how a brand has changed over time.

3. A quick video of your company’s timeline or milestones.

4. A six-second press conference for crisis communications or to set the record straight.

5. Quick announcements about the company – tombstones, deals, new employees.

 


Via CYDigital
Rachael Johnston's insight:

The 5 tips are shown above. I think number 1 and 3 are all great ideas. 5 could also be used if the announcement is actually interesting and if it can actually be summed up in a 6 second video. However, maybe this is  good way to entice people to want to find out more. 

Number 4 though, I am not too sure I would use this strategy. Unless you are discussing an event that happened on Vine itself, I am not sure that creating a 6 second video for a crisis would be appropriate. for example, if you are making a public apology or something, I don't think a quick 6 second video shows that you care too much. This is just my personal opinion though. 

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CYDigital's curator insight, February 1, 2013 10:12 AM

 

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These Brands Are Doing Amazing Things With Instagram

These Brands Are Doing Amazing Things With Instagram | Marketing: New Tools and Approaches | Scoop.it

Red Bull, The Boston Celtics, Sharpie, Starbucks, Playboy, Puma, Burberry, and Tiffany & Co. are all using unique methods to engage instagrammers and rack up the followers.


Via Michelle Bard
Rachael Johnston's insight:

This company lists 12 companies who are currently using Instagram effectively for their marketing campaigns. 

I wasn't surprised to find out that Red Bull was on this list. The engage and stay consistent by posting "daily awesome" photos and "flying fridays" which illustrate exciting, action packed pictures. Red Bull also consistently likes other user's pictures that "illustrate people's ideas of getting wings"

PlayBoy also uses this platform heavily because, obviously, the visual aspect is a huge part of their company. However, on their Instagram account they show clothed models who add a feeling on enticement.

Puma sends influential users to cool events and place to show "where their shoes can take you."

Burberry, Boston Celtics, and Boston Bruins all use Instagram to share real-time, behind the scenes shots.

Tiffany's has created a community where followers can add and share their love pictures

Sharpie posts a bunch of pictures of things you can do with Sharpies. I think this is a really cool idea. I actually went and checked this one out. A lot of the pictures are very basic, but i feel as though these would be visually appealing and eye catching as somebody was scrolling through their news feed

 

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Rescooped by Rachael Johnston from The MarTech Digest
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Optify | 5 Essential Tips for B2B Facebook Advertising

Optify | 5 Essential Tips for B2B Facebook Advertising | Marketing: New Tools and Approaches | Scoop.it
As a marketer who speaks with lots of other marketers, I've found that a significant number of marketers just don’t understand how powerful Facebook can be as a B2B lead generation source.

 

Summarized...

 

I’m going to do my best to provide tips using Facebook’s newest ad tools.

1. Targeting the right people (Custom Audiences)

Did you know that you can actually upload your own list of targeted emails to Facebook and advertise only to the people on that list? Whether you target existing leads or you’re buying industry specific lists, this new feature will allow you to better target your audience.

2. Target your anonymous website visitors (Facebook Retargeting)

Did you know that you can now retarget leads on Facebook? That’s right, you can use your own first party audience data to target the visitors to your website using Facebook Exchange (FBX), allowing you to place highly personalized and dynamic ads right in the middle of their Facebook Newsfeeds.

3. Customize offers for every stage of the funnel

Facebook Retargeting and Custom Audiences can be configured to work together in a very powerful way. If you think about it, you’re now able to target your leads at each stage of the consideration funnel.

4. Deliver real value and address pain-points

When treating Facebook advertising as a demand generation activity as opposed to one for brand awareness, it’s important to prime your audience for a value exchange. This is done by delivering high-value content or solutions to your ideal customers’ real pain-points.

5. Design your campaigns to convert

At the end of the day, if you’re not tying your ads back to an offer or a conversion goal, you’ll miss opportunities.


Via CYDigital
Rachael Johnston's insight:

This quickly sums up the 5 biggest tools Facebook offers for marketers and advertisers. I have mentioned most of these in the couple last shared posts. 

1. Custom audiences - upload your own list and find them on Facebook

2. Facebook Retargeting - target visitors to your website. Allow Facebook to link your Facebook and Webpage and find your website viewers.

3. You can combine 1 & 2 to target customers at every stage of the funnel. This makes it easier to maintain a part of customers consideration set

4. Make sure you are supplying real value to your followers on Facebook. Deliver useful content that they really want to see

5. Design your campaigns to convert. Set goals and determine the objectives of the campaign at the beginning so you can make deacons more easily, knowing what you are striving for. This also makes it easier to know how to measure your success.

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CYDigital's curator insight, May 23, 2013 6:54 AM

The first two cover the important FB ad tools at your disposal, and the last three are tips. You'll want to click through for a bit more detail on the first two.


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Rescooped by Rachael Johnston from Online Marketing Resources
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Advanced Guide for Advertising on Facebook

Advanced Guide for Advertising on Facebook | Marketing: New Tools and Approaches | Scoop.it

Advertising on Facebook has become completely crucial for many brands. This guide will show you how to pick the perfect audience for Facebook targeted ads.


Via Pedro Da Silva
Rachael Johnston's insight:

This article gives lots of helpful tips on how to advertise on Facebook. I was surprised to find out that Facebook has an option to upload a spreadsheet of your customers information, which will cross-reference with Facebook's information and send ads out to your specific customers.

Also, a cool tool called Facebook Lookalike Audience helps you find similar groups to your current target to help you increase your reach.

The 3 steps for advertising on Facebook are:

1. Upload a list of potential customers email addresses

2. Create a look-a-like audience

3. Additional targeting by demographics - now that you have a large target audience, use other parameters to determine a more precise target.

Finally,

4. Test, test, test. Measure, Measure, Measure. And Adjust as needed.

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Rescooped by Rachael Johnston from brand influencers social media marketing
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Can Brands Buy Real Influence? - Business 2 Community

Can Brands Buy Real Influence? - Business 2 Community | Marketing: New Tools and Approaches | Scoop.it

Via Lori Wilk
Rachael Johnston's insight:

The answer to the question in the title is no. As social media becomes bigger and bigger,  brand influencers can be increasingly more powerful. However, companies shouldn't just buy influencers. Don't just pay people to promote your product. Customers will quickly figure out that the influencers are fake. Once this happens, you can lose the trust of your customers and it can be hard to regain.

Keep it natural. Let true loyal customers promote your brand and try to actually get influencers on board with your product. 

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Lori Wilk's curator insight, January 1, 2014 10:28 AM

This is sparking a lot of discussion about branding influencing and how to truly influence people. Who is doing it? What's working and what's not really working?What are the trends? Do you as a brand follow the trends or make your own?

Rescooped by Rachael Johnston from All about Digital and Mobile Marketing
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Mobile Advertisers Aim To Be More Useful, Less Annoying And Creepy - Forbes

Mobile Advertisers Aim To Be More Useful, Less Annoying And Creepy - Forbes | Marketing: New Tools and Approaches | Scoop.it
Mobile Advertisers Aim To Be More Useful, Less Annoying And Creepy Forbes Advertising has become an increasingly important revenue source for the multi-billion-dollar app economy, as consumers become less inclined to pay for the mobile apps they...

Via Pekka Puhakka
Rachael Johnston's insight:

There are two sentences in particular that spiked my interest.

First, "That’s left advertisers with two options: build your their own standalone app, or advertise within an app that people already use." With mobile phones becoming used more and more, companies must adjust their marketing effort in order to effectively reach their audience. If your audience is on their phones, your company needs to be on their phones too. It is very difficult to create a useful popular app, so it can often be more realistic for companies to advertise on other popular mobile apps.

Second, "Advertisers need to become useful services if they want to be effective ... or make any sort of headway in the app economy." I think this speaks to the continuous theme, provide your clients with valuable content. If you decide to create your own app, make sure it is useful, otherwise people won't want to use it.

I think businesses also need to keep in mind that very few people are willing to spend money on apps. This is important because businesses should really only spend the money on designing and starting up their own app if they believe it will, realistically, yield a return. This return may no necessarily be direct financial returns, but it can aid in creating a community on loyal customer, which can be much more profitable in the long run.

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Rescooped by Rachael Johnston from All about Digital and Mobile Marketing
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Mobile Marketing Is King – Mobile Marketing Sales Up 192% Over Last Year

Mobile Marketing Is King – Mobile Marketing Sales Up 192% Over Last Year | Marketing: New Tools and Approaches | Scoop.it

This piece was written by Steve Olenski for Business 2 Community

 

Intro:

 

For those marketers and advertisers still not sold on the power of mobile marketing and the need to engage their customers and prospects via a mobile website, a report issued by IBM showed that:

 

**Cyber Monday 2011 increased an incredible 192% over last year.

 

**And you can expect that number to only go higher next year

 

Here's what you need to know:

 

According to a survey conducted by Brand Anywhere and Luth Research:

 

**51% of consumers more likely to purchase from retailers that have mobile-specific websites

 

**4.8% of U.S. retailers have mobile-specific websites

 

**22.8% of the top retail websites (ranked by Alexa®) have mobile-specific websites

 

**Web retailers could increase consumer engagement by 85% with a mobile-specific website

 

Curated by Jan Gordon covering "The Explosion of the Mobile Web & Beyond"

 

Read full article here: [http://bit.ly/sOiHlg]


Via janlgordon, Pekka Puhakka
Rachael Johnston's insight:

This article is a bit old now, but it just shows how powerful mobile marketing has become, and it has just gotten bigger since this article was written. 

It says here that 51% of consumers are more likely to purchase from retailers who have a mobile website, and I'm sure this number has just gone up since. Now if you don't have a mobile website you look like you are behind, unless you are a small local business. 

But any big company should make their website mobile friendly and should consider investing in designing the company's own app.

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Angela Watkins's curator insight, February 5, 2014 8:32 PM

Mobile Accessible - Mobile Marketing u don't need $1000's to test the market... There are frugal ways to enter this market as well... http://angelawatkins57.blogspot.com - http://pinterest.com/angeladwatkins ;

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Bye-Bye Sales Associates, Hello Mobile Devices | PYMNTS.com

Bye-Bye Sales Associates, Hello Mobile Devices | PYMNTS.com | Marketing: New Tools and Approaches | Scoop.it
Most shoppers with mobile devices prefer to look up information on their phones or tablets while shopping instead of talking to store employees, according to a
Rachael Johnston's insight:

This is not exactly like what I was looking for when I looked up Mobile Marketing, but I found this article very interesting. In short, it tells us that people would now prefer to get information from their mobile phones while in a store than asking a sales associate. I think this shows a real opportunity for stores to offer this feature to customers. Make it easier to find information about products on their mobile devices.

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