Archive for Tom Edwards

Linkedin Showcase Pages Create New Points of Discovery

Posted by Tom Edwards on November 21st, 2013 at 10:09 am

Linkedin has proven to be an incredible asset for B2B Social Media Strategy & execution. With Hubspot defining Linkedin (45%) as the most effective B2B source for lead generation followed by Facebook at 33%.
Linkedin continues to focus on creating relevance for company pages. The latest roll-out called "showcase pages" allows businesses to highlight specific brands or products by creating product centric content hubs that allow users to further align with relevant content.
Each showcase page is setup to exist independently from the company page while still showing (below the fold) a connection to the parent page as well other showcase pages.
Here is an example from HP focusing on their Converged Infrastructure offering with the company & additional showcase pages expanded.

Users can follow specific showcase pages and connect directly with the content they are most interested in. This natural segmentation can create more targeted opportunities for brands to connect with audiences who are interested in specific product lines.
Here is an example from Adobe Marketing Cloud.

Brands can easily create up to 10 showcase pages that also includes access to page insights & analytics. This combined with the 3 million existing company pages can exponentially increase the amount of content in the platform.
It is... Read more

Visual Storytelling Twitter Style

Posted by Tom Edwards on November 7th, 2013 at 10:04 am

In celebration of Twitter's IPO, I recently put together the following POV on the new visual Twitter experience outlining what changed, potential impact for programs as well as best practices directly from the Twitter team.

When: This update was rolled out to the public on October 29th, 2013
What: Images, Videos & Vines in users Twitter feed for both web client & mobile apps are now auto expanded (contingent on users updating their iOS & Android apps to the latest update version of the Twitter app).

Why: Twitter wants to make the service a more visual experience heading into their IPO. One of the core goals of Twitter is mainstream adoption and user growth. In Q3 their user growth rate declined slightly so the goal is to make the product more approachable by incorporating a more visual feel to the timeline similar to Facebook & Tumblr.

Impact: Previously, a user would need to click on a link to see the preview of the image or video. Now, the user will see a preview of the image and have the ability to zoom in or watch the clip in stream. The visual redesign has also streamlined the ability to replay, retweet or favorite a tweet... Read more

Google+, Social Search & The Circle Impact Theory

Posted by Tom Edwards on November 4th, 2013 at 10:47 am

One of the questions I receive a lot is the relation between Google+ and search. I commonly hear “of course Google+ impacts search”, but when pressed most don’t fully understand to what extent. Google+ is one of the more misunderstood properties when it comes to mapping it's value for a social strategy. The key is not to look at Google+ from just a social lens.
Google provides an incredibly powerful ecosystem for a brand but when it comes to strategy Google is often a secondary area of consideration because of the separation of traditional SEO and the entities that manage social properties or the disconnect between paid & owned strategy.

Think about the three primary points of entry, Google, YouTube & Google+. Google is the primary search engine for a majority of the world, YouTube is the #2 search engine and a key point of distribution for video content and the Google+ represents the future of where Google is building the intersection of search & social via contextual search driven by engagement.
You can see more emphasis on the ecosystem via Google's new authentication Messaging

So I thought it would be interesting to test the impact of Google+ content on search and the impact... Read more

5 Reasons to Consider Flipboard for Your Content Strategy

Posted by Tom Edwards on October 14th, 2013 at 6:56 am

I was recently briefed by the Flipboard team and was pleasantly surprised by how their platform is scaling to support brands. Here are 5 reasons to consider Flipboard to support your branded content strategy.
Flipboard is a content curation and discovery social magazine app that over 85 million people are using. The application visualizes your social feeds such as Facebook & Twitter as well as providing access to curated topical magazines all while allowing the user flexibility in how they consume their content of choice.

From a brand perspective there are 5 key areas of interest to leveraging Flipboard to it's full potential.
Reason #1 - Brand Magazines - Over the past few months more than 60 recognizable brands have launched curated magazines. This includes Callaway Golf, Levi's and more. With such a large user base combined with users appetite for both curated and original content, Flipboard is becoming an ideal destination to aggregate and present information in a unique and compelling way.
Here is an example from the Callaway Golf Team. They created a brand magazine to support the launch of their new Apex Irons.

Flipboard launched an online editor earlier this year. The editor allows anyone the ability create customized titles and over... Read more

Instagram Ads Are Here

Posted by Tom Edwards on October 3rd, 2013 at 3:01 pm

Instagram just announced upcoming support for video and image based ad support. This move was inevitable based on Facebook's ownership of the platform. This announcement is also very timely considering Twitter's upcoming IPO.

Here are a few of the details from their announcement:
"In the next couple months, you may begin seeing an occasional ad in your Instagram feed if you’re in the United States. Seeing photos and videos from brands you don’t follow will be new, so we’ll start slow. We’ll focus on delivering a small number of beautiful, high-quality photos and videos from a handful of brands that are already great members of the Instagram community.
Our aim is to make any advertisements you see feel as natural to Instagram as the photos and videos many of you already enjoy from your favorite brands. After all, our team doesn’t just build Instagram, we use it each and every day. We want these ads to be enjoyable and creative in much the same way you see engaging, high-quality ads when you flip through your favorite magazine.
We’ll also make sure you have control. If you see an ad you don’t like, you’ll be able to hide it and provide feedback about... Read more