Drive Your Social Selling Via 140 Character Social Listening

Posted by Tara Meehan in Opinions Social Media on August 27th, 2014 at 9:43 pm

Some of the best tweets are the ones you don’t send. Think about it. Think about how you currently use Twitter. To this day, I mainly use the Blue Birdie to listen to reactions to trends happening in entertainment. For instance, Twitter shines like no other social network during an awards show. As soon as Nicki Minaj had her dress malfunction at the VMAs, I was checking out the hashtags. For Twitter haters, this has been a consistent reason to attack it; to point out bad spelling or trivial idiocy and those criticisms certainly have their place. But when used properly, especially in this grand age of social selling, Twitter can rock your listening strategy and help you identify intelligent (yes intelligent on Twitter) leads.

Back in the blogging day, I wrote about needing to think before you tweeted. That’s truer now than ever before. Social media is saturated with information. People are constantly trying to position themselves as subject matter authorities. It’s crowded out there so knowing what you’re talking about is essential. That takes learning. That takes listening.

There are tactical methods to properly listen on Twitter. Still, it’s OK to impart some high level strategy – really. You...

Navigating the Shift From TV to Mobile

Posted by Dan Wittmers in Opinions on August 27th, 2014 at 10:45 am

Until recently, traditional TV players had brushed off the notion that digital will have a heavy impact on their business or market share. Honestly who could blame them, considering the platform continues to grow (even today), but the mistake in this thinking was not taking the shift in technology or viewer behaviors into account. The heavy up-tick in digital video options along with the introduction of smartphones and tablets has given consumers something they never had before with traditional television – a choice!

YouTube alone boasts nearly 1 billion unique visitors to their site chalking up over 6 billion hours of video watched each month—that's almost an hour for every person on Earth. The introduction of mobile devices powerful enough to stream HD and 4K video has only fueled this trend to continue growing at double digit multiples, as close to 40% of YouTube consumption now comes from mobile, according to a recent BI Intelligence study. With no slowdown in site, there’s no doubt that the opportunity for content creators, distributors and advertisers is greater than it’s ever been.

So why...

The art of in-app video ads (part 2 of 5): Conquering latency

Posted by Daniel Kang in Opinions on August 27th, 2014 at 10:00 am

Mobile video ads are one of the most powerful ways to engage users. The average click-through-rate of mobile video campaigns increased by 265.7 percent in 2013 and the share of tablet and mobile video plays soared by 74 percent. Mobile video ad spend is expected to increase by 82.1 percent in 2014.

Video watchers have been trained by TV to expect a seamless transition from content to ads. A large body of research shows that users have no tolerance for low quality videos. University of Massachusetts Professor Ramesh Sitaraman published a study titled “Video Stream Quality Impacts Viewer Behavior” where he measured the correlation between online video load delays and user drop-off rates. Based on data representing 23 million video views from 6.7 million unique visitors, he found that 20 percent of viewers give up and leave after just two seconds. Every second of additional delay results in approximately 6 percent more viewers jumping ship. Four out of five online users will click away if a video stalls while loading.

Speed is critical, and latency is one of the biggest hurdles preventing programmatic mobile video ads from reaching their full potential.

What causes latency?

Latency is the...

Jumping to Conclusions on the Ice Bucket Challenge

Posted by Tom Hespos in Opinions on August 27th, 2014 at 6:38 am

If you were going to jump to a conclusion that a fundraising meme is stupid, everything about the ALS Ice Bucket Challenge would have made that easy.

Outwardly, it seemed ham-handed in its approach to raising money to combat Amyotrophic Lateral Sclerosis (ALS).  People urged one another to pour buckets of ice water over their heads in order to avoid donating to, and making videos of it seemed to be something that just about everybody online had an urge to do.  When sized up as a strategic marketing tactic, the Challenge appeared to be working against itself.

That wasn't the only thing people disliked about it.  Some didn't like the notion that it seemed to be driven by human narcissism.  Others wondered aloud why people seemed so eager to dump freezing water on their heads when donating seemed to be a more attractive alternative.  Still others wondered whether anybody making the videos had learned anything about ALS - what it is, and what it does to people afflicted with it.

As of this writing, I've not been formally challenged, but I will admit that when I first saw the videos beginning to build viral momentum, my immediate reaction was negative. ...