Brands Leverage Influencers' Reach on Blogs, Social Top brands spend a limited amount of time reaching out to influencers for marketing purposes, but these individuals—generally bloggers or social media users with a greater than average reach among consumers—still have a significant presence in the marketplace. And they are prized by marketers for their ability to spread the word about products or services they believe in. According to a Technorati Media study from December 2012, 65% of top US brands reported participating in influencer marketing. And a similar 64% of those deemed influencers by Technorati Media—meaning they had greater than average reach in a particular marketplace—made revenue from blogging, whether from ads on their site or sponsored endorsements from brands. However, while most brands devote some money to influencer marketing, the amount is limited. Still, consumers care about what other consumers think—and those with the widest reach have the potential to sway lots of friends and followers.
Marketers' list growth tactics In the 2013 Email Marketing Benchmark Report, an overwhelming 50% of our surveyed marketers indicated their lists were on a "somewhat positive" trend, with slowly growing lists. We also wanted to know how they were maintaining this positive trend, so we asked …Q: Which of the following tactics is your organization using to drive email list growth? Please select all that apply. Click here to see a larger, printable version of this chart When asked about the types of tactics their organizations used to drive email list growth, 77% of respondents indicated "website registration page" — nearly 30% more than the second-most selected option.Interestingly, nearly half of respondents still seemingly found value in paper, pencil and organic word-of-mouth, as 47% utilized offline events as a list growth tactic — 10% more than those who selected "online events." Points to Consider Do you feel your list growth tactics have exhausted their usefulness for list quality and quantity?
The 3 types of content that drive Disney's blog Even if you do everything else right, your content marketing effort is doomed if your content doesn't appeal to your audience. For several years, to illustrate this point I have shown the Disney Parks blog. The blog is authored by 100 Disney Parks staffers, from its CEO to front-line employees. Initially offering seven or eight posts per week, the blog now boasts that many every day. I know what you're thinking—how many businesses are lucky enough to have theme park attractions, motion picture tie-ins, and beloved characters serving as content fodder? No matter. Disney's engaged employees who volunteer to be bloggers—the same concept behind the Southwest Airlines blog—are "passionately curious" and driven by a "what if? Smith provided a detailed look at how the blog is run, the content that works, and the results the blog has brought the company at Ragan Communications' recent Social Media Conference at Walt Disney World Resort. Three types of posts The first: to humanize Disney.
How Digital Behavior Differs Among Millennials, Gen Xers and Boomers While internet usage is nearly ubiquitous in the US, mobile phone and mobile internet usage are taking a far greater role in digital activity among consumers of all ages—and uptake is poised for further growth. eMarketer estimates that overall, 75.7% of the population goes online at least monthly, and penetration is even higher among younger demographic groups. Among Gen Xers, for example—defined as people born between 1965 and 1980—88.8% were monthly internet users as of December 2012, according to eMarketer estimates. Gen X internet users are avid consumers of online content. Digital video is even more popular among Gen X internet users than social networking, with 78.7% downloading or streaming video online at least once per month. Millennials take online activity up a notch—though on mobile their profile is very similar to that of Gen Xers: 92.3% used a mobile phone in 2012, among whom 63.2% used the mobile web and slightly fewer used smartphones.
How to create an editorial calendar for brands Maintaining a blog that does more than run press releases and product promos is hard. It boils down to tempting visitors to subscribe through great content. You have to understand your target audience and write posts that connect their needs to your client’s product or service. You also you have to write a lot, especially if content marketing is a priority and your goal is one-to-three posts per week. Many people simply conjure up a post idea when they’re ready to sit down and write—clients and PR pros alike—but there’s a better strategy that will amplify the level of your posts. For magazines, an editorial calendar is indispensable. “As editor of a magazine with a very specific audience—commercial real estate—our editorial calendar is a great way to do long-range planning and solicit ideas from other sources,” said AZRE Editor Peter Madrid. Apply the same magazine tactics to your blog. Plus, the very process kicks your brain into high gear. 10 questions for blog calendars. 1. Have it.
20 Ways to Increase Your Facebook Likes and Engagement 10 Reasons Why You (May) Suck on Twitter Wow…I can’t believe it. January 2013 marks FIVE years of tweeting for me. I’ve seen the good, the amazing…AND the horrific when it comes to Twitter. A large number of people I know, respect and admire, I have met through Twitter. People that have greatly shortening my learning curve over the years in the world of search marketing. I have continued to hone my social networking skills in real time and opened up the chance to have helped a lot of people learn how to navigate and master the world of Twitter. Despite all the goodness of Twitter, there is always a cross-section of people who make some big mistakes…either from ignorance or out of arrogance. There’s a lot of things that can make you look dumb on Twitter, but there are some “tweet-peeves” of mine that I wanted to share and hopefully have shared to people who need to see it…and that they learn from these mistakes. 1. 2. 3. 4. 5. 6. 7. Did you notice any of these behaviors in your own tweet activity?
5 emerging social networks PR pros must know This story originally ran on PR Daily in April 2013. Right now, your head is likely buried in projects involving established social networks such as Facebook and Twitter. Sometimes you need to take a breath and see what else is out there—to forecast the popular social networks of tomorrow. We’re not talking Instagram or Tumblr; you know about those sites. We’re also not suggesting Facebook is going to evaporate. But, for one reason or another, the following five sites are, at the very least, worth knowing. Medium. Quite simply, Medium is a blogging site, though its founders describe it as an extension of Twitter. The About Us page of Medium is packed with lofty language stressing that the site favors quality over quantity—a noble pursuit in the Internet age. Here’s how it works: You write a blog, which appears in one of the site's many “collections”—such as “Advice to New Graduates” or “Airport Stories”—or on the site’s homepage. Whisper. This is an iPhone app that promises anonymity.
Content Marketing Best Practices: 8 Rookie Mistakes One of my favorite things about the content marketing industry is that it’s such a collaborative and communicative field. We share each other’s words on social media platforms and house each other’s content on our blogs. It’s very community oriented and I dig it. My best friends and mentors are people I’ve never even physically met. In fact, for most of them, I’ve never even heard their voices, but I know their Twitter handle better than I know my own phone number. In that sprit of collaboration: I write about content marketing all day and every day for GroupHigh, so I feel that I have some good tips to share. Write content to sell your brand. Whether or not a tactic should be used or thrown out is usually stumbled upon through experience. (image: content marketing rookie mistake / shutterstock) Connect: Authored by: Kristen Matthews Kristen Matthews is a writer and content marketer based out of Boulder Coloardo. See complete profile
Nike Gears Customized Shoe Campaign to Instagram Users Mary Lisbeth D'Amico | April 26, 2013 | 0 Comments inShare43 Nike has discovered the joys of Instagram. With this new wrinkle, Instagram users who go to the PHOTOiD site can select their favorite Instagram shot as a background for the Nike Air Max model of their choice, which with the click of a button is customized based on the colors in the photo. Nike is not alone in discovering the potential for marketing via Instagram, which has some 90 million active users according to the latest estimates of the company. “Few other brands have ventured to build a campaign that is so well integrated with Instagram,” says Davoult. Davoult cites Mercedes Benz as another brand making cutting edge use of the platform. “Other brands are leveraging Instagram without creating such an immersive experience.
Yahoo Buys Tumblr in $1.1 Billion Deal Yahoo said Monday it will buy online blogging service Tumblr for $1.1 billion in cash. The deal is the largest since Yahoo Chief Executive Marissa Mayer took the reins in July in order to reverse a multiyear decline in Yahoo's business and its web traffic and to make the site relevant to younger generations who have gravitated to other services and to mobile devices. More Suggested Content: Why it's a Mistake for Brands to Ignore Tumblr May 16, 2013 From Social Media Today What's Tumblr? I'd bet that at this point the definitions start to differ. 8 Marketers Doing Big Data Right May 15, 2013 From Mashable There's no need for fluff and buzzword BS when there's rock-hard data to draw upon.
Don't Buy – Share: How Collaborative Consumption Opens the Door to New Business Models and a Sustainable Lifestyle Register now for the big Rio+20 follow-up conference “SusCon”. Experience Auma Obama, Prince Charles, Alain Caparros and many more in the UN city, Bonn! MUNICH, Nov. 09 /CSRwire/ - Buy, use and discard – the classic consumption model where products, and therefore raw materials, are used up in a short time span – is up for renegotiation. Our modern society is increasingly looking for alternative ways to operate and live less resource-intensive lives. Collaborative consumption, such as the collective use of machines, insurance or housing, opens up new opportunities for sustainable lifestyles, and business models that are resource-friendly. On November 27 - 28, SusCon, the big Rio+20 follow-up conference, will examine collaborative models of consumption that are currently in practice throughout Europe. Purchasing was yesterday. The “Sharing model” also offers consumers the advantage that they don’t have to concern themselves with the maintenance and reparation of equipment.
Pizzeria deftly responds to illicit photo on Facebook page | Articles | Public Relations Lions and tigers and nude women! Oh my! Imagine Papa Murphy's horror when a photo of a nude women was submitted to its Mini Monsters photo contest targeted to parents of little pizza lovers. The national pizza chain is holding a contest in conjunction with Halloween. Photos of kids in costumes, makeup and other Halloween-related images abound. That is, until someone uploaded a photo—not a costume—of a nude woman around 8:30 p.m. The pizza chain immediately deleted when it learned of the inappropriate image. "Any company committing to a Facebook presence needs to be ready to handle the good and the not so good," says Lindsi Taylor, director of corporate communications. The response Papa Murphy's could have elected to simply remove the offending image and not engage in further conversation, but when they saw a couple of comments about the picture they immediately posted a response on its Facebook contest page. "There was no question whether we would or wouldn't post an apology. (Image via)
Instagram Surpasses Twitter in Daily Mobile Traffic Instagram, the popular photo-sharing platform, attracted an average of 7.3 million daily users in the US via mobile device in August 2012, surpassing the 6.9 million who visited Twitter via mobile device, according to data from comScore Mobile Metrix 2.0. Instagram's August figure is a nearly tenfold increase from six months earlier—from 886,000 average daily visitors in March 2012. Twitter's mobile traffic also increased over the six-month period, but at a much slower rate. Moreover, Instagram users spent 257 minutes accessing the photo-sharing site via mobile device in August, on average, whereas Twitter users spent 170 minutes visiting the site via mobile over the same period, comScore found. Even so, Twitter attracted roughly 29 million unique users in the US via mobile device in August, compared with nearly 22 million for Instagram (comScore measured use across iOS, Android, and BlackBerry devices that accessed both sites via native application as well as via mobile Web browser).