'Opinions' Category

Drive Your Social Selling Via 140 Character Social Listening

Posted by Tara Meehan 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 can... Read more

Navigating the Shift From TV to Mobile

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

Why are so many brand marketers still struggling to shift budget away from traditional TV into digital and mobile –especially when consumers are spending 33 minutes per day consuming mobile video.

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

Posted by Daniel Kang 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 period of delay, usually measured in... Read more

Jumping to Conclusions on the Ice Bucket Challenge

Posted by Tom Hespos 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 ALSA.org, 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.  In a... Read more

Why Building Your Brand Is All About Sharing Your Values

Posted by Dave Hawley on August 26th, 2014 at 9:01 am

As a brand manager, it is your responsibility to make people of different demographics, geographical locations, and socioeconomic statuses feel like members of one collective whole--your brand tribe.
Brands need values that hold their community together, and as a smart tribe builder, you must show these values through both words and actions.
By identifying the interests and values that your ideal customers share and demonstrating that your brand shares those values through the conversations you start, join, and share, you bring about stability and growth for your brand.
Richard Branson provides a great example of digital tribal leadership. When you go to the Virgin website, instead of finding goods and marketing slogans, you find a regularly updated blog with Branson’s environmental initiatives, startup tips, political commentary, and more. There’s virtually nothing about what Virgin sells--in fact, linking from www.virgin.com to anywhere you can buy stuff is challenging. You get the impression that Branson is trying to save the world rather than convincing you to buy something.
By spreading awareness of Virgin’s values, beliefs, and actions, Branson allows people to identify with Virgin and feel like part of the imagined community.
Enter The Dollar Shave Club. Whoever is behind the... Read more