Any time someone interacts with a friend or follower on a social media platform, that person is producing data about behaviors and relationships.
That data can lend brands unprecedented insights about consumers. Because social data is constantly refreshing with insights into consumers’ lives, marketing teams can ditch outdated, “dirty” consumer data and start offering consumers information they need and want. It can transform how your business sells to customers.
So how do you get started? Here are four types of social data that you can turn into business value:
1. Social content performance
By analyzing the performance of your individual social media posts, you’ll learn what your consumers love. This knowledge can make a major impact on your social content engagement rates. After all, the most common reason to unlike a Facebook page is uninteresting posts. Beyond that, sharing these insights can help your entire team improve your marketing messages.
What to gather: Start by measuring actions like comments, shares, and likes to formulate a basic understanding. For more nuanced insights, categorize your content by topic and type: posts about shoes, videos, etc.
How to use it: Identify trends, and use those findings to create compelling content.
Case study: Logo TV, which has more 30 Facebook pages, categorized post topics by popular subjects and content types (e.g. “Lady Gaga”). This enabled the team to evaluate posts and campaigns based on reach, clicks, and engagement. Armed with fresh insights, Logo TV’s Facebook pages’ organic growth took off. In one week, the number of active fans increased by 17 percent and the network experienced a 195 percent lift in fan loyalty.
2. Fan and follower loyalty
Don’t just track overall content performance. Look at how frequently individual fans interact with your posts and campaigns. Identify the people who are engaged with your content, loyal to your brand, and influential among their friends. They can be your advocates.
What to gather: Discover which social users consistently interact with your brand and share your stories. Just because someone has 400 followers and not 4 million does not mean they cannot be a major influence to those 400 followers.
How to use it: Make it a priority to engage with loyal fans and share their posts with your brand’s networks. Your team can create exclusive programs and offers for your brand advocates, cultivating further engagement.
Case study: Napa Valley winery Whitehall Lane tracks interactions and mentions, and rewards loyal fans by liking their photos on Instagram and “giving shout-outs on Facebook and Twitter.” Fans not only return the recognition by consistently sharing and interacting with original Whitehall Lane posts, but in the past year they’ve earned 6.4 million impressions on Facebook and Twitter.
3. Consumer Interests
Consumers that “like” or follow the same brand have diverse tastes and interests. For instance, not all fans of, say, Target are interested in receiving offers or participating in campaigns related to cosmetics or children’s clothing. Learn how to target fans with the right content.
What to gather: Evaluate specific fan interactions for clues about their interests. Run social media campaigns that target specific groups (e.g. brides-to-be) to procure data on those people's behaviors and needs.
How to use it: Your team can react to these insights with targeted marketing pitches.
Case study: The Hyatt Maui launched a promotion to give away a dream wedding at its resort and spa to a couple that entered their photo and engagement story via Offerpop’s Photo Contest campaign. The contest collected data such as wedding budgets, timeframe, and contact information. The Hyatt expanded its wedding-related email database, and their sales team gathered 80 leads.
4. Social profile data
By collecting demographic insights such as location, gender and age, marketers learn more about their consumers. And when that information is used in combination with consumer interest data, they can deliver relevant messages.
What to gather: Brands should make a consistent effort to collect data from consumers on social media by asking them to opt into email lists, social media campaigns, and so forth.
How to use it: Use these fan insights to target the right kind of people in the right places. For example, target yoga fans under 25 with an exclusive discount via Facebook ads, or send New Yorkers an exclusive email invite to a flash sale in Soho.
Case study: The St. Louis Blues launched a series of refer-a-friend campaigns on Facebook, where the team asked fans to enter their email addresses and refer Facebook friends for chances to win prizes. The Blues acquired 20,000 new fans and 17,000 email addresses. The first three campaigns resulted in a 235 percent return on investment.
With these simple tactics, you can drive tangible results from your social media efforts.
Posted in Tips on 25 July 2014
Moving any application to the cloud seems like it should be an easy task. You purchase the service, create the account, and you’re in business. If only it were that easy. Applications in the cloud are easier, more convenient, and less costly in the long-term, but getting them up and running isn’t always roses and champagne. It takes preparation and readiness to ensure a smooth transition. These five strategies should make the transition a little easier.
Prepare for Change
One fact about transitioning from one type of service to another is that things will change. No matter how much a vendor says the change will be minimal or unnoticeable, the truth is that change is a fact of life. For a smooth transition to cloud services, even in the realm of human resources (HR), preparing for change is essential. Create a change management plan to deal with the new application as well as the new way that data will be handled through the new application. This includes bringing the right management and employees on board as champions of the new system and creating and maintaining the right training so that users know how to properly and effectively use the new system.
Employ the Right Resources
A sticking place for many new applications, including HR in the cloud, is having the right resources to make the applications work as expected. Because your new HR system will be in the cloud, internal resources such as storage and servers will most likely not be an issue, but bandwidth will be. Do you have enough bandwidth to handle the processes that will be conducted in the cloud? Bandwidth can be a huge issue for both the new HR capabilities and for other applications or processes that require network connectivity. Realistically review the amount of available bandwidth and consider increasing it to create a high-speed environment that responds as expected.
Implement Good Policies and Procedures
Great policies and procedures won’t magically appear when you move HR capabilities to the cloud. If your organization doesn’t have well-defined and well-executed policies and procedures before moving to the cloud, things will only get worse after the application is active in the cloud. Take the time before making the transition to verify that the affected policies and procedures are not only written, but also communicated. Make sure there is a system in place for enforcing those policies and procedures too. This is a time-consuming—and often frustrating—step in the process of moving to the cloud, but in the end it could mean the difference between a cloud app that works as expected and a cloud app that is just another burden for users to find a way around.
In many organizations, each different department has different ways of handling situations that arise, including HR situations. When moving HR to the cloud, it becomes imperative to have a standard set of guidelines for how situations such as hiring, termination, discipline, and commendations are handled. Create and document these standards before moving HR to the cloud, and communicate the standard practices to all departments so the transition happens smoothly. An added bonus is that after the transition the standards will continue to simplify and create uniformity across the organization.
Do the Due Dilligence
The call to perform due diligence is not a new one. In every implementation across every organization, the first task to be performed should be due diligence. Research HR applications to find the one that is most closely aligned to corporate policies and culture. Due diligence goes further than just research, however. It should also include a close look at the current environment and how that will change, what changes need to happen before, during, and after the transition, and a clear understanding of the expectations for what should happen when and what the end result will be. Only by taking the time to do the due diligence can an organization confirm that the cloud application selected for HR functions is the one that is best suited to meet the needs of the organization, which in turn should result in a much smoother transition.
Posted in Tips on 25 July 2014
Do you keep wondering why you get rejected on every job interview you went to? I am sorry to break it down to you, but it is highly possible that you are responsible for your failure. No matter if you have good qualities, skills that employers need and experience, you can still get rejected if you mess things up. This is why you need to think this through to the smallest detail and go fully prepared. Read and learn.
No one is going to hire you if you are not competent for the job. If you keep trying to get jobs that you know nothing about, you are going to fail - that is just common sense. Employers all around the world only seek quality because they are motivated by success and employing someone who isn’t going to benefit them is just an extra expense. The only advice for this one is to strive for more in life and work on those things that interest you as much as you can, since with practice
This is at least quite easy to achieve. Do research on the internet and go through all the potential interview questions. Depending on the job you are applying for, you could even think of some possible questions the interviewer is going to ask you, or ask someone who had a similar experience in their life. As an addition, you can think of some questions that you are going to pose to the person interviewing you. This will show that you really have interest in getting this job and that you have put in some effort to prepare - everyone appreciates that.
Confidence will help you a lot with handling a job interview in the right manner. Your potential future employer will get the impression that you are confident not only about yourself but also about the job. Various analyses show that people who look confident on their job interviews will get the job in 90 % of cases. You can practice speaking to yourself in front of a mirror while trying to avoid little bad habits like biting nails or scratching, or you can ask a friend or a family member to help you practice. Role playing can help overcome obstacles such as nervousness and fear.
This one comes in hand with the previous one. If you can manage to fight your own fears and flaws, there is a possibility that you are going to have a successful job interview. Try not to talk fast, and speak in short sentences rather that those long ones that can make you look confused. If you have a thought that you want to transfer, be clear and composed. No one likes clumsy employees, and your speech can say a lot about your personality. Breathing practice at home can help you prepare for this if it seems as something intimidating to you.
Some employers will notice the way you are dressed and other little things that shouldn’t really matter - but, they definitely do. Try to dress simply, without accessories and anything shiny, in other words, wear something appropriate for a job interview that will make you look presentable and serious. However, this also depends on the type of job you are applying to. If you are a woman, avoid going to a job interview with too much make-up, messy hair, worn nail polish, etc. This will only show that you don’t take care of yourself and that you possible have a problem with organirezing your schedule.
In order to get to the point where you are going to be interviewed as a potential new employee, you need to admit a well written resume. Boosted resume can make things a lot easier for you as this is your first step towards success. Here, you will be able to boast about yourself and your accomplishments as much as you want without risking to sound conceited and haughty. If you are smart enough to put things that are really relevant for this particular job then you will save your employer from reading a boring and long resume where he/she isn’t going to find things that are important.
Posted in News on 25 July 2014
Pinterest has hired a man’s man to head its marketing department in a bid to attract more males to the social network predominantly used by women.
David Rubin, who is best known for his sexist Axe advertisements — ads that, of course, appealed to men due to the beautiful, scantily-clad women in them — will become Pinterest’s head of brand.
Rubin’s Axe ads may have been sexist, but no one can deny he knows his stuff — his advertising campaign for Unilever over the past decade-and-a-half has transformed the Axe brand into a multi-million dollar empire.
Rubin will head a team of 20 whose job it is to make Pinterest uers’ demographics a little more even. Currently 68.2 percent of the virtual pin-up board’s users are women, meaning men make up only 31.8 percent of the site’s membership.
Pinterest told Marketing Magazine Rubin will head its global brand marketing and help “define” the firm’s brand strategy and key audiences as well as manage its marketing initiatives.
Posted in News on 25 July 2014
I'm Listening Gives Voice to Those With Issues
Technology, it is said, is making the world smaller with the ability to reach out, instantaneously, to people across the globe.
A new app is using that ability for positive results hoping to connect people facing similar issues, allowing them to share their stories and, it is hoped, help one another. Im Listening is currently available on iOS and is “a space where like minded people share their problems and help each other by realising that they are not alone with their issues.”
Users have the option to either record their concerns and have others listen to them or, like other networking sites, simply enter their post and have it posted to the site.
The idea, the app’s site explains, came as a result of founders Russ Holland and George Spitaliotis having a combined interest in the health of the human mind and how technology can be used to help others.
“The statistics are frightening. The Mental Health Foundation suggests that one in every four people in the UK will experience some kind of mental health problem in the course of a year. These figures are similar in the US,” Im Listening‘s site states.
“Yet, there is an enormous stigma attached to mental health issues. It is our hope, that with I’m Listening we have created a space for people to vocalise their problems and receive advice from people who care. Even if it is a simple as being told that you may need professional help.”
Users of the new app remain anonymous and are able, if they want, to follow other users who they feel may be able to help them with their problems.
The developers have “invested heavily” to ensure a clean design in a project they feel can help people.
Posted in News on 25 July 2014
There’s a whole lot of money coming into Amazon, but there’s even more flowing out.
The eCommerce giant posted second-quarter results Thursday evening that revealed a more than healthy revenue of $19.34 billion. Yet, despite the multi-billion dollar haul, the company still managed to have a loss of $126 million.
That, according to Reuters, is due to the speed with which the firm has invested in new business ventures such as digital content and same-day delivery. News of Amazon’s loss did not sit will with shareholders, either, causing shares to dip 10 percent in after-hours trading.
Amazon CEO Jeff Bezos remained upbeat in his comments, but did reference just where it is all the firm’s money is going.
“We continue working hard on making the Amazon customer experience better and better,” said Bezos. “We’ve recently introduced Sunday delivery coverage to 25 percent of the U.S. population, launched European cross-border two-day delivery for Prime, launched Prime Music with over one million songs, created three original kids TV series, added world-class parental controls to Fire TV with FreeTime, and launched Kindle Unlimited, an eBook subscription service. For our AWS customers we launched Amazon Zocalo, T2 instances, an SSD-backed EBS volume, Amazon Cognito, Amazon Mobile Analytics, and the AWS Mobile SDK, and we substantially reduced prices. And today customers all over the U.S. will begin receiving their new Fire phones — including Firefly, Dynamic Perspective, and one full year of Prime — we can’t wait to get them in customers’ hands.”
The third quarter’s outlook will not be any better as Amazon continues to spend money on improving its services.
The company forecast an operating loss of between $810 million and $410 million — a definite increase from the $25 million loss in the same quarter last year.
Posted in Jobs on 24 July 2014
As a Meeting and Events Coordinator you will be responsible providing administrative and service support to the Conference & Events Manager by responding to inquiries for event space in a timely and efficient manner. You will also be required to provide follow up in an effort to convert inquiries to confirmed business, and attend to the delivery of clients' requests of their event. You will have a good knowledge of the hotel's facilities and services and will pass this information on to the guest whenever the possibility arises, in order to maximise hotel sales.
The successful Meeting and Events Coordinator candidate must be able to demonstrate that they can multi task effectively, be enthusiastic and positive in their nature and have an excellent telephone manner.. The successful candidate should have previous experience of working in within a Conference and Wedding Sales
Posted in Jobs on 24 July 2014
Based London - circa £30K
Reporting into the Head of SEO, the SEO Exec will the SEO Executive will be responsible for all On-page and Technical SEO tasks related to increasing their overall organic rankings and traffic generated by search engines.
Monitor and carry out onsite SEO across their UK & International e-commerce websites.Work to set key targets and KPIs to ensure best and consistent practice is followed.Come up with and implement new ideas based on SEO best practices.Ensure all of their sites comply with best SEO standards, and make proposals to rectify potential issues.You will be expected to stay up to date in new developments in SEO and actively research, test and propose new approaches to improving search engine rankings.Perform regular on-site audits across all of their websites.Produce regular reports to show KPI development and ROI.
It is envisaged that the successful SEO Exec will have previous experience in a similar role and have excellent communication skills.
Posted in Jobs on 24 July 2014
Digital Ascend - London
Position: SEO Executive
Salary: £20,000 to £24,000 depending on experience
We are currently recruiting for an experienced SEO Executive to join our digital team in London. If you have a proven track record in delivering successful SEO and PPC campaigns, this role may be just for you.
This SEO Executive role will see the successful candidate managing and providing comprehensive and effective SEO and PPC strategies to a diverse range of clients in a number of sectors.
You should have excellent keyword research and SEO copywriting skills are essential along with a proven track record for high quality link building, content marketing and technical optimisation.
An understanding of HTML, CSS, Google Analytics, Google Webmaster tools, SEO moz and Majestic SEO software is also essential, as is experience delivering successful PPC campaigns through Google AdWords.
SEO Executive Essential Skills:
SEO and PPC experience
- Technical SEO experience and the ability to showcase proven results
- Best practice link building experience and the ability to showcase proven results
- Content marketing experience and the ability to showcase proven results
- Excellent keyword research skills to identify, build and prioritise essential keyword data
- Excellent SEO copywriting skills
- An understanding of Affiliate, Display, Rich Media and Mobile marketing
- eCommerce SEO experience
- A knowledge of front-end web development
- In-depth knowledge of Google Analytics and Google Webmaster Tools
- Excellent communication skills and ability to work within an agency environment
- Agency or big brand background is preferred but not essential
If you are highly creative and passionate about working as an SEO Executive in a fast paced, creative environment, please send your CV to us.
Posted in Tips on 24 July 2014
Goal: A goal is simply what you'd like to accomplish. Here's an example of a goal for a plan to market a new brand of pickles: "Make XYZ pickles the preferred gourmet spicy pickle at specialty stores in the United States." This goal is barely attainable, and that's the point. The goal really doesn't ever change. It will be the same whether the pickles are in last place, or first place. It's the carrot you're dangling in front of your team.
Objectives: These should be measurable. I know it's scary, but they most likely contain numbers. Here's an objective for our pickle company plan: "Sell 20 percent more spicy pickles than last year." It's simple and measurable. Sales this year are 100,000. We want sales to be 120,000.
Another good way to know an objective? Each objective will start with an verb. Here are some good ones: "Increase," "deliver," "sell," "obtain," "find," "decrease," "speed up," "entice," "implement." Start an objective with one of these words, and then use numbers to make it measurable.
Strategies: These are probably the hardest to understand and the hardest to write. This is why - so many times - I see people confusing goals, objectives and strategies. Strategies are WHY you are doing something. Here's a strategy for the pickle plan. "Collaborate with food bloggers and editors to provide information about XYZ spicy pickles and how they can compliment any picnic menu. The food bloggers and editors will lend third-party credibility and endorsement to the pickles" Then, the strategy needs to be carried out. Then, and only then...do we get tactical.
Tactics are the things you'll do to accomplish the goal, meet the objective and fulfill the strategy. Here are the tactics for the strategy we just mentioned for XYZ pickles:
• Make lists of food bloggers and media who cover food
• Contact media and bloggers with a compelling pitch and value proposition
• Send a free product sample and recipe cards
• Compile results of campaign and report to client
See? It's not as hard as it looks, it just takes practice. Remember the acronym "GOST" when writing a PR plan. It will get you where you need to go.