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The Week in Social Analytics #151

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It’s Friday and that means it’s time for This Week in Social Analytics with our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook

On community management and employee engagement 

How to Bring Humor to Community Management [from Convince & Convert; written by Jessica Gioglio]

Community managers are uniquely positioned to look at how fans respond to humor on a daily basis and test different types of responses. Consider this a mini focus group to power a broader campaign or piece of content.”

Emphasis original.

When You Define Employee Engagement, Culture Improves [from Spin Sucks; written by Maddie Grant]

“Engagement is a result, not a variable.

It is a natural byproduct of a deep alignment among four things:

  1. The employee;
  2. The work he or she does;
  3. What is valued internally; and
  4. What drives the success of the organization.

Those last two are your culture, and most organizations fail to see how important that is to engagement.”

On content marketing

11 Content Marketing Mistakes to Avoid [from Cision; written by Jim Dougherty]

“Here’s my point: a lot of the content advice that you’ll read is either too broad or too specific to be of value to most people. What I want to do in this post is to identify 11 content marketing mistakes that you should avoid. I’ll caveat that by saying that each tip needs to be specific, applicable to most and correctable.”

Pair with What to Know Before Creating a Content Marketing Strategy also from Cision.

Maximize Your Content Creation Commitment [from Convince & Convert; written by Dorie Clark]

We’re all working with a limited amount of time in our lives, so leverage your investment in content creation. 

Stats on youths 

Targeting Teens? Get on Instagram [from eMarketer; written by staff]

“There’s still plenty of room for Instagram adoption among companies. Based on recent research by GfK for Pew Research Center, the platform presents brands with a good channel on which to reach teens. The study found that 52% of US teen internet users used Instagram—the second most popular social media platform among the group after Facebook (71%).”

teens on ig

Teens & Social: What’s the Latest? [from Marketing Charts; written by staff]

Good read looking at two recent studies from Piper Jaffray and Pew:

“In sum, it’s probably safe to assume that Facebook-owned properties (whether Facebook or Instagram) are among the most popular with teens, with Snapchat very much in the conversation. Twitter’s position seems a little more difficult to ascertain, although it’s clearly in the top 4.”

PiperJaffray-Teens-Most-Important-Social-Network-Apr2015

Pew-Teens-Most-Frequently-Used-Social-Network-Apr2015

Written by Sarah

April 24th, 2015 at 8:07 am

The Week in Social Analytics #150

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It’s Friday and that means it’s time for This Week in Social Analytics with our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook

On social media marketing. 

The first step in social media marketing is not social media [from {grow}; written by Mark Schaefer]

“In your B2B business, the first priority probably isn’t Facebook. If you’re creating a marketing plan from scratch, social media might not be in your top five priorities at all. . .”

Your first priority is learning the needs of your customers and where you need to be in order to best fill them. Use social media as a tool to do the latter when and where appropriate.

Top 10 Reasons for Using Social Media [from We Are Social; written by Stephanie Weise]

The top three reasons for using social media as cited in this study are passive, expected reasons: Keeping up with friends and family, getting news, entertaining themselves in their free time. But:

“Equally telling is that only 27% of internet users say that they are using social media to share details about their daily life. By some margin, this motivation is less important to networkers than sharing opinions or photos/videos. Clearly, then, many internet users have become more comfortable using social media to publish content rather than to broadcast personal details.

Emphasis added.

7th-April-2015-Top-10-Reasons-for-Using-Social-Media-798x1024

On content marketing. 

It’s spring and that makes it as good a time as ever to clean and restructure your content strategy. These three pieces will help you decide how to tackle an audit (yes you should do a comprehensive one no matter how odious it sounds) and design a sustainable content system going forward, including maintaining a steady content queue.

And more fresh marketing stats:  

B2B Marketers on Their Most Important Go-to-Market Strategies [from Marketing Charts; written by staff]

“As far as content marketing goes, respondents cited product videos as the most suitable for introductory and growth phases of the product lifecycle.”

Regalix-B2B-Product-Launch-Go-to-Market-Strategies-Apr2015

Pair with Digital Video Better Be up to Millennials’ Standards and US Adults Spend 5.5 Hours with Video Content Each Day, both from eMarketer.

How Are Marketers Using Data? [from eMarketer; written by staff]

“Data is changing the world. According to October 2014 research by the Economist Intelligence Unit, the greater availability and use of data in business can create a ‘virtuous circle,’ with nearly two-thirds of executives worldwide reporting that information and knowledge were being shared more quickly and freely in their companies. Even though firms still report struggles and obstacles in dealing with large quantities of data, it’s improving their businesses across a range of operational and strategic functions.”

marketing data

Written by Sarah

April 17th, 2015 at 8:53 am

The Week in Social Analytics #149

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It’s Friday and that means it’s time for This Week in Social Analytics with our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook

On audience and customers. 

How Much Does Customer Social Media Angst Really Matter? [from Harvard Business Review; written by Morra Aarons-Mele]

“Missteps and failure don’t damn a brand in the digital age. But failure to learn does.”

The Science of Emotions and Virality on Social Media [from Social Times; written by Kimberlee Morrison]

“The interplay of emotions is one of the largest deciders of online activity for users. Whether the story is sad, or it enrages users, there is no one simple answer to what makes content go viral. However, this study can provide significant direction to any content marketer or online marketing professional, as it details how the interplay of emotions affects users.”

Also check out Pew Internet’s latest Teens, Social Media & Technology Overview 2015 if that’s your target demographic. Spoiler alert: Facebook isn’t the teen ghost land you’ve been told it is.

On podcasting. 

7 Podcasting Best Practices [from Cision; written by Jim Dougherty]

“People don’t listen to podcasts because they are podcasts, they listen to great content that is delivered via the podcast medium. “

Plan your content, respect people’s time, and build in meaningful metrics to measure your success.

On that content darling of the moment, video. 

Best Practices for Video Marketing on Social Networks from Cisco, SAP & Bally Switzerland [from TopRank; written by Emily Bacheller]

“Tailor your video for short attention spans by keeping it under three minutes. . .The length of your video will also depend on the platforms that you intend to distribute it on. For instance, Instagram videos are just 15 seconds long, and Vine videos just 6 seconds. Before you script and create your video, determine which social platforms you’d like to play it on, and the time limits associated with videos on those channels.”

Keep in mind you can also take pieces of a longer video to share as a teaser on Instagram, or recreate a salient point of on Vine.

How Vine lost its edge [from Econsultancy; written by Christopher Ratcliff]

“It’s the tight constraints of Vine itself that mean only a relatively small amount of formats can actually work.

If you triple this running time to 15 seconds, suddenly an exponential number of storytelling formats open up, as do the creative possibilities.

You have to work so much harder to be original on Vine than you do on Instagram, and being as Vine has a much smaller audience, it’s easy to question what the point is.”

Top Social Video Advertising Metrics [from Marketing Charts; written by staff]

Keep an eye on Facebook video:

“. . .while more advertisers ran video ad campaigns on YouTube (77.8%) than on Facebook (63%) last year, this year more plan to run a campaign on Facebook (87%) than on YouTube (81.5%).

Mixpo-Top-Social-Video-Advertising-Metrics-Apr2015

 

Emphasis added.

Written by Sarah

April 10th, 2015 at 8:56 am

The Week in Social Analytics #148

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It’s Friday and that means it’s time for This Week in Social Analytics with our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook

On brand voice 

Why Denny’s Sounds Like a Chill Teenager on Social Media [from Entrepreneur; written by Kate Taylor]

“Purcer and Dillon say that over the last two years, the biggest change the brand has made is uncovering the unique ‘ecosystems’ of the different social channels.

‘There is a unified thread that binds them together, [but] we are slightly different in tone and in personality on each, given the users of each,’ says Dillon.”

On content marketing 

How Content Marketers Can Tell Better, More Strategic Stories [from TopRank; written by Brooke Furry]

“Your number one job is to answer the top questions your customers have. With today’s ease of content creation, we don’t need more content – we need more relevant content.”

Pair with How to Create and Repurpose Content That Customers Really Want also from TopRank.

Better Social Media Marketing comes from Personalized Social Media Strategy [from Soshable; written by JD Rucker]

Two important points from this piece:

“Personalization requires that you toss out preconceived ideas.”

And

“Just because something is a best practice doesn’t mean it’s best for everyone.”

How to Make an Explainer Video: Learn the Step-by-Step Production Process [from Social Media Today; written by Juan Jose Mendez]

If you’re looking for a step-by-step explainer on video production, this is a good place to start.

The Science Behind Quality Content: A New Study [from Ann Handley]

“Based on its proprietary algorithm, Acrolinx gave each company a ‘content impact score’ using a 100-point scale to give each company—a measure of how effective the writing is. A score of 72 or higher signifies content that’s effective.”

acrolinx-global-content-quality-scores-2015

“Among other findings of the analysis:

  • Retail businesses exceeded the benchmark for content quality, on average scoring 73.2, followed by B2B tech with an average of 71.2; telecoms lagged with a 66.2 average.
  • From a global perspective, Germany and America tied, scoring the highest for content quality: 70.2 each, on average.”

On scheduling and planning 

Crisis Communications: Have a Plan for Success [from Spin Sucks; written by Gini Dietrich]

“So the first thing we did is talk through the difference between an issue and a crisis.

An issue:

  • Is not harmful to an organization’s reputation;
  • Does not affect the bottom line;
  • Can almost always be avoided;
  • Can escalate into a crisis, if not handled immediately; and
  • Is a blip in the 24/7 news cycle.

A crisis, on the other hand:

  • Has long-term repercussion on an organization’s reputation;
  • Generates a loss of money…generally lots of it; and
  • Can always be avoided.

Most of us face issues every day…they are things that can be avoided and can be managed fairly efficiently and easily.

When they escalate into crises, though, is when we let the events get the better of us.”

Shh. . .What We Learned From Silence [from Social Media Explorer; written by Matt Hollowell]

“But let’s prioritize shutting up over contributing noise. And let’s be okay with the silence. Because that silence…it’s where the real inspiration happens.”

On the human element 

B2B Marketers Are Humans, Too [from Convince and Convert; written by Bryan Bartlett]

No matter who you’re selling to, your audience is a human person who enjoys being interacted with as a human person. Change that only when the robots really come.

The One Element Most Marketers Forget About Social Media [from Heidi Cohen]

“As a marketer, you can never forget that your social media community consists of real people who have their own lives, dreams and needs. They aren’t tallies to be collected.

Your social media community must help people achieve their personal goals before they’re ready to even think about taking actions that will aid your objectives and business.

Start by appreciating that they are human and pay it forward.”

Written by Sarah

April 3rd, 2015 at 9:13 am

The Week in Social Analytics #147

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It’s Friday and that means it’s time for This Week in Social Analytics with our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook

On content marketing

How to Overcome Content Marketing Struggles [from eMarketer; written by staff]

“In order to overcome resource, strategy and budget issues, marketers should consider having someone directly responsible for an overall content marketing strategy, as well as auditing, reusing and repurposing content.”

The 10 New Rules Of Visual Content Marketing [from Jeff Bullas]

8. The Law of Consistency 

Apart from engaging customers, the role of visual content is to reinforce your brand. For that to happen, your content needs to have consistency.

This isn’t strictly a new law, but it’s worth reinforcing. We’re not referring to publishing visual content consistently. It’s more about elements in your visuals that tell your target market that the visual is from your company – even if you’re not linked or tagged in it.

You can do this by using the same:

  • Fonts and colours as your website
  • Images in your company’s social media accounts and profile page headers
  • Design element like a background, banner, or logo.

Video Content Marketing: Pros, Cons, Examples and Best Practices [from TopRank Online Marketing Blog; written by James Anderson]

“Video has to be done right to be effective.”

Do YouTubers Fuel Purchase Intent Among Teens? [from eMarketer; written by staff]

Normally when you see a headline that ends in a question, you know it can immediately be answered with “no”. In this case, however, the answer is a resounding “yes”:

“YouTubers also had a much bigger influence on purchase intent among teens, as 63% said they would try a product or brand suggested by a YouTuber. In comparison, fewer than half of respondents said the same about recommendations from a TV or movie star.”

emarketer youtube

On social for events and making the most of social employees

Planning an Event? Don’t Get Skimpy With Your Social Media [from Marketing Profs; written by Joe Matthews]

“. . .to truly develop real-time, online buzz for an event, marketers must seek out genuine, nonintrusive ways for the brand to be included in the event content being shared to social. This means marketers need an event marketing strategy that taps into existing social habits of the audience.”

The Social Media Opportunity Most Businesses Miss (Do You?) [from Heidi Cohen]

Employees are the major social media opportunity most businesses overlook.

. . .

Change how you view your employees. See them as real people who have their own relationships, needs and interests beyond your business. Further, they’re experienced social media users who engage with their family and friends on a variety of networks.”

Emphasis original.

On campaigns

How to Create an Unforgettable Integrated Campaign [from Convince and Convert; written by Jessica Gioglio]

Not everyone has Oreo’s resources, but it’s always inspiring to see a clever and well-executed campaign across platforms and in the real world.

9 Word-of-Mouth Campaigns That Rocked [from Cision; written by Jim Dougherty]

“In 2015, social networks have demonstrably changed the word-of-mouth distribution model. Forty-seven percent of all U.S. adults use Facebook daily, 25 times the number of total daily social media users a decade earlier. While Jonah Berger’s research in Contagious: Why Things Catch On indicates that face-to-face word-of-mouth is more effective than social media word-of-mouth, social media is not an insignificant contributor to word-of-mouth ‘buzz.’”

Written by Sarah

March 27th, 2015 at 8:54 am

The Week in Social Analytics #146

without comments

It’s Friday and that means it’s time for This Week in Social Analytics with our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook

On social media platforms and best practices 

9 Social Media Rules That Are Meant To Be Broken [from Business 2 Community; written by Zoe Summers]

Know the rules thoroughly before you take smart risks breaking the right ones.

Actionable Tips for Finding the Right Social Media Platform [from Eli Rose Social Media; written by Kristin Zaslavsky]

“On any platform, consistency is key. If you can’t regularly schedule solid content on a social media platform, it may not be worth your time, money or sanity to be there just to be there.”

On brand personality 

#51: Putting More “You” in Your Business—A Guide to Building Brand Personality [from Amy Porterfield]

“Believe it or not, there is even an industry term for this way of infusing your brand with personality. Marketing analysts call it the “personality differentiator.” Here’s what it can do for your business:

  1. It demonstrates why you are different from others who provide very similar products or services.
  2. It engages your audience capturing their interest and drawing them into your message.
  3. It establishes an ongoing rapport between you and your audience, creating a bond that will help you convert leads into clients when the time is right.
  4. It proves there is more to you and your brand than just facts, figures, and fancy technology. It shows you actually have heart.
  5. It transforms your message from boring to fascinating, increasing both the impact of your message as well as the quality of the opportunities your messaging generates.”

On content marketing

Visual Marketing Key in Helping Brands Attract Teens [from eMarketer; written by staff]

Teens spend more time on visually based platforms like Snapchat and Instagram, but that doesn’t mean that Facebook is going to instantly disappear.

“[Facebook is a] long way from being replaced by the younger group. Right now, they’re just not going to spend a lot of time there.

Facebook did what Myspace was trying to do. Facebook allows you to stay in touch with your friends and family in an easy way. It’s hard to imagine something coming along that’s going to get that mass and that will do it in a more effective way than how Facebook is doing it now.”

Are brands the saviours of long-form content? [from Econsultancy; written by Michael Hewitt]

“Long-form content, particularly in the guise of investigative journalism, is a dying art. The instantaneous information age has left news publishers cutting budgets for investigative journalists, focusing instead on cheaper quick-fire click-bait, short-form stories and listicles. What little investigative journalist remains is usually reserved to more niche publications.

Too many news publications have wrongly assumed that incredibly connected and time-poor audiences have no desire for long-form content. They’re wrong.

Are brands going to replace genuine investigative journalism? Probably not. There is arguably too much self-interest for branded investigative content to be taken seriously enough by audiences. However, they are certainly capable of filling the gap for long-form that mainstream publishers leave behind in the pursuit of replicating Buzzfeed and Shortlist.”

Video Considered Difficult – but Effective – Content Marketing Tactic [from Marketing Charts; written by staff]

“Some 59% of respondents cited video as among their most difficult content types to create, ahead of webinars/online events (50%) and research/white papers (50%). But almost half of respondents (46%) reported videos to be among the most effective content types used, second only to articles and case studies (54%).”

Ascend2-Most-Effective-Difficult-Content-Marketing-Types-Mar2015

The Week in Social Analytics #145

without comments

It’s Friday and that means it’s time for This Week in Social Analytics with our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook

On content strategy 

Five more examples of interesting content from ‘boring’ businesses [from Econsultancy; written by Dan Brotzel]

Are you an “apparently unsexy business”? That doesn’t mean your content has to be boring. Get inspired by those who have already done it right.

Why Snapchat Should be the Inseparable Addition to Social Media Strategies [from Social Times; written by Rohan Ayyar]

“The value of a marketing platform for a brand can be gauged to a certain extent by asking these questions:

  1. Who are its primary users?
  2. How popular is it with them?
  3. Do these users fit the bill as your brand’s target audience?
  4. What is the closest alternative to target these users?

Now consider this:

Snapchat has a median user age of 18 years, with the majority of its users between 13 and 25 years of age. Facebook on the other hand, has an average user age of 40 years. The last few years in fact, have seen a sharp decline in teen users on Facebook.”

On visual content marketing 

4 Ways to Dramatically Improve Your Social Media Photos [from Convince & Convert; written by Jay Baer]

A great breakdown of photography basics in a fun and funny presentation. Bonus points for a Myspace reference.

10 Ways to Create Beautiful Content: Storytelling, Visuals and More [from Social Media Today; written by Julia McCoy]

Add DIY Videos to Your Content Pieces. Following the same approach, don’t hesitate to post videos that complement your written ideas and basically convey a very simple message: “I’m the author, I’m real, I’m here for you, my readers!” Whether you choose to record Skype interviews or combine text, images and music in simple programs such as Animoto to reach your audience, uncomplicated DIY videos will help you amplify your messages and boost their realness and overall power of seduction.”

An In-Depth Guide on How to Create Awesome Visual Content That Gets Noticed [from Jeff Bullas]

“. . .let’s be honest for a minute. At the end of the day, the meat is still what matters the most. This means that if the core message that your publication/post conveys is subpar, no amount of great visuals will make it popular.

If, on the other hand, you do know that what you’re publishing is worth of your audience’s time, good visuals can be the difference between making the piece mildly well received vs. making it a true hit.”

Emphasis added.

On stats 

US Instagram User Estimates, by Age Group, 2013-2019 [from Marketing Charts; written by staff]

“While eMarketer doesn’t forecast last year’s 60% growth rate being matched in the years to come, the platform should maintain double-digit growth until 2018, when it will exceed 100 million US users and reach almost one-third of the US internet population.”

eMarketer-US-Instagram-User-Estimates-by-Age-2013-2019-Mar2015

Written by Sarah

March 13th, 2015 at 9:07 am

The Week in Social Analytics #144

without comments

It’s Friday and that means it’s time for This Week in Social Analytics with our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook

Platform-specific pieces: 

5 Visual Storytelling Tips To Power Your Content Marketing On Facebook [from Jeff Bullas]

“. . .it’s becoming a necessity to be different. Your Facebook audience, while procrastinating their commitments ahead of them, will take out a few minutes to scroll through their News Feed. Most likely, they’ll skip anything uninteresting.

So with that in mind, you need to come up with content that’s well worth engaging with for an extended amount of time, which leads to the question:

How can your content break through the noise?

Instagram Will Top 100 Million US Users by 2018 [from eMarketer; written by staff]

“Going forward, Instagram will also compete with other emerging social networks for attention among these younger demographics, and by extension, for brands’ ad dollars in reaching those demographics. However, over time, we believe Instagram’s straightforward and simple content feed has wider appeal across all demographics—no matter what age or level of digital savvy.”

emarketer Instagram

Do I need two Twitter accounts? [from {grow}; written by Mark Schaefer]

Addressed on both the “philosophical and practical” level.

On social strategy: 

How Small Businesses Should Be Using Social Media [from Social Times; written by Katherine Halek]

“What do you hope to gain from social media? If a high follower count or an overnight viral post is your idea of social success, you may learn the hard way that those things in themselves are not guaranteed to bring you more business. Instead of a one-hit wonder, your main focus should be meaningful interaction, with the end goal of building a dedicated fan base.”

On video marketing. So hot right now. 

3 Rules for Better Video Marketing [from Convince and Convert; written by Tyler Lessard]

“Online video is quickly becoming one of the most important and inventive parts of the modern marketing mix. It can seem daunting to dive into, but this report offers a good place to start for understanding how much more comprehensive video can be as a weapon in your arsenal when you approach it with a balance of strategy, integration, and measurement.

YouTube Stars More Influential Than Big-Screen Ones, Youth Say [from Marketing Charts; written by staff]

“There appears to be an age trend when it comes to following stars on social media, though: 13-year-olds are far more likely to follow a YouTube (59%) than TV/movie (32%) star, while the gap is closer for 14-17-year-olds (53% and 44%, respectively). Among 18-24-year-olds, slightly fewer follow YouTube (51%) than TV/movie (54%) stars.”

This has big implications for brands with certain target demographics who are looking to do celebrity partnerships.

DEFYMedia-YouTube-Stars-Influence-Youth-Mar2015

The Week in Social Analytics #143

without comments

It’s Friday and that means it’s time for This Week in Social Analytics with our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook

This week it’s a lot about content marketing. 

Discomfort (And Content Marketing) Should Be at the Core of Your Communication Strategy [from Business2Community; written by Greg Hassel]

“The key to growth in 2015 for integrated marketing and communication firms and the individuals that comprise them will continue to be stepping out of traditional comfort zones. That may be embracing content marketing or it may be learning and becoming skilled in an area that’s not ‘sexy.’ But as the Leadership Now blog post states: ‘We can put ourselves into an uncomfortable position or, in time, it will be thrust upon us—and not on our terms.’”

Your 16-Point Content Publishing Checklist [from Convince & Convert; written by Arnie Kuenn]

Never hurts to have a reliable checklist to run down before a piece of content goes live.

Content Creators: Enough with the Boring [from Spin Sucks; written by Lindsay Bell]

“Learn this from Jim Henson: As a content creator, you must let go of fear. And you also must open your eyes to the world around you.

Being bombarded as we are daily with images and videos, blog posts and articles, start-ups and new high-tech gadgets, it’s easy to fall into the ‘that’s not cool, hip, innovative, edgy enough’ trap.

Don’t allow that trap to paralyze your content efforts. “

Why Your Blog Is Not Adding Business Value, and What You Can Do About It [from Marketing Profs; written by Jawad Khan]

“However, for your business blog to work effectively, you need to have a clear blogging objective that’s part of a solid content creation and promotion strategy.

If your content has real value for your readers, they will become not only loyal subscribers of your blog but also your most effective source of word-of-mouth marketing.”

Three Approaches to Effective Brand Storytelling [from Spin Sucks; written by Laura Petrolino]

“Our world is made up of stories—the stories we tell ourselves and those we hear from others. And those stories control how we view the world.

As communicators trying to create effective messages, we must understand how these stories affect our target consumer.

Also, how we can create and contribute stories to help our messaging resonate and integrate into their preexisting world view.”

9 Tips For Taking Top-Notch Smartphone Photos [from Business2Community; written by Lisa Furgison]

“Practice makes perfect and variety helps. If you take two or three shots of the same product in a different setting, you’re bound to get a slew of great pics. Eventually, you’ll have a stockpile of product shots that you can rely on.”

And a little bit about analytics. 

US CMOs Still Report Making Little Use of Marketing Analytics [from Marketing Charts; written by staff]

“Moreover, the reported contribution of marketing analytics is not only still low, but also not improving. On a 7-point scale (where 7 represents very high contribution to performance and 1 no contribution at all), CMOs rated marketing analytics’ contribution to performance at an average of 3.2, the lowest figure since the question was first asked in August 2012.

To top it off, 7 in 10 CMOs said they do not formally evaluate the quality of marketing analytics. That figure has also not improved in the past 3 years, as two-thirds did not evaluate the quality back in February 2012.”

DukeCMOSurvey-Share-Budget-Spend-Marketing-Analytics-Feb2015

Let us know if we can help with that.

Written by Sarah

February 27th, 2015 at 8:47 am

The Week in Social Analytics #142

without comments

It’s Friday and that means it’s time for This Week in Social Analytics with our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook

How to. 

How to Care for Your Blog When You Are Too Busy to Blog [from Social Media Today; written by Edwin Huertas]

“Learn to listen in on the sentiments and concerns of your audiences and write content that directly address these. You may not win any literary prizes, but I assure you that your audiences will be very, very interested in what you have to say. Tap into the ‘what’s in it for me’ mindset and you will always have interesting things to write about, and you won’t need to spend much time thinking about what to write.”

How to Make Better Visualizations for Your Blog [from Convince and Convert; written by Sujan Patel]

Which styles of visual content work best with which styles of written content.

On content marketing. 

Content Marketing Personalization: Build Relationships At Scale [from B2B Marketing Insider; written by Michael Brenner]

“Marketing cannot continue to be about ads. Ads we tune out. Ads we hate.”

How to Create a Call-to-Action for All of Your Content [from Spin Sucks; written by Gini Dietrich]

“You also want to think about at least one call-to-action:

  • How to place a call-to-action on every piece of owned media you create. This could be social share buttons, a subscription, or the requirement of an email address for download.
  • How to create landing pages where people download your content. These help you track the effectiveness of one particular piece of content.
  • What kinds of content can you offer in exchange for their registration data (that is, email address and phone number).
  • How to build your database: Generate leads, nurture those leads with new and interesting content, and convert those leads to customers.
  • How to bring in your sales team and integrate your efforts with them.”

B2B Content Marketing Update: Goals, Content Types, and More [from Marketing Charts; written by staff]

“The most commonly cited content marketing challenges are lack of resources / bandwidth to create content (60%) and understanding buyer personas and creating relevant content for each segment (54%). Roughly half also have trouble producing engaging content, coming up with a variety of content, or simply finding the time to product enough content. Lack of budget (27%) and lack of buy-in/vision (16%), though, don’t appear to be real problems.”

Regalix-Most-Important-Elements-Effective-B2B-Content-Feb2015

 Platform-specific pieces. 

There Are Only A Few, But Here’s How Early Adopters Are Using Twitter Video [from Marketing Land; written by Martin Beck]

“Three weeks after the launch of Twitter’s mobile native video feature, most brands are not using it. The best examples are direct answers in Q&As.”

Surprise! Facebook Has Changed the Rules Again For Brands [from Mack Collier]

Remember all of those images you’re supposed to be using for engagement? Don’t use those anymore.

(But we would recommend continuing to share UGC on your Facebook page, even if it does include images.)

Written by Sarah

February 20th, 2015 at 9:03 am