Tagged 'google'

How much do luxury fashion brands post in each social media network?

Posted by Doug Schumacher on June 8th, 2015 at 12:00 pm

If you want to understand how much brands value (and get value from) their various social media properties, one interesting benchmark is how much posting they put into each network. Especially relative to their closest competitors.
Of course there are various factors to consider, like the type of industry and the different content types and styles of different networks. But if brands truly value a given network, it’s most likely they’ll put in a respectable level of posting for their industry.
Let’s take a look at some of the leading brands in the luxury fashion space as an example, below.
Posting Volume for Each Network – Luxury Fashion Brands

The first thing you may have noticed in the above example is the broad range of posting volumes in each of the different networks. It suggests considerably different approaches taken by the different brands. That’s great if you’re wanting to learn from the tactics of competitors, as it should provide a wide range of approaches to each network.
As noted above, there are also significant differences in the networks. It would be surprising to see a brand posting more on YouTube than on Twitter, given the different formats of each. In luxury fashion, we can see Twitter... Read more

Google’s Panda Update: Why Great Content Matters

Posted by Gordon Plutsky on January 13th, 2015 at 1:08 pm

One of the primary purposes of content marketing is to generate qualified inbound, organic traffic from search engines. It’s the most basic element of a content marketing plan and what drives many marketers to become brand publishers. This task has gotten a bit more complex as Google continues to refine and update its Panda algorithm.  The purposes of these updates are to improve the user experience and search results for the consumer.
It is important to remember Google’s motivation in refining the process of which sites rise to the top of the rankings.  They make their considerable fortune from search engine ads (Adwords) and that depends on having customers searching hundreds of millions of times per year. If consumers were not getting quality search results they would go elsewhere and Google would lose their traffic.  Bottom line – Google’s allegiance is to the customer, not to companies like yours trying to rise up the search rankings for unpaid organic traffic.
The purpose of Panda is to encourage site owners to provide quality content and user experience to customers that help them make more informed buying decisions.  Panda rewards high quality content and punishes “light” and duplicate content.  Duplicate content is an issue for many SMBs who... Read more

Startup Marketing Conference: Storytelling Rules Marketers Need to Know

Posted by Kent Lewis on October 23rd, 2014 at 3:32 pm

At the Startup Marketing Conference, the early afternoon panel on social media and storytelling included the following experts:
Colleen Pettit, Digital Media Manager, DoubleClick (panel host)
Todd Wilms, VP Digital, Neustar
Olivia June Poole, Director of Community Development, RocketSpace
Brewster Stanislaw, CEO and Co-Founder Inside Social

The first question related to content being king and how important it is overall. Stanislaw guided startups to focus on who the content is being produced for and how it can best be distributed. Poole reminded everyone that storytelling is more difficult when you don’t have an existing users, so it is important to get the stories out there early. Wilms took a more jaded approach, and cautioned against content for content’s sake. Take the time to find your voice before ramping up content.
The second question related to finding your story as a startup. Poole suggested interviewing early adopters to find out why they appreciate the product. Sans users, focus on education and thought leadership to start to build your story.
The third question addressed the conundrum of outsourcing content development to agencies or others vs. building it in-house. Poole indicated that agency partners are a luxury, so use them wisely (learn from them then do it on your own).... Read more

Report: Social Media Analysis – Luxury Auto Manufacturers

Posted by Doug Schumacher on July 24th, 2014 at 12:33 pm

Automobiles are often objects of passion, and as such, can be well suited to social media. But as this report shows, not all luxury autos are created equal. At least not when it comes to drawing fans and generating engagement on social networks.
The Zuum report “Social Media Analysis - Luxury Autos” is an industry benchmarking and content exploration into where the fans are in that industry, and what engages them. It looks at 12 of the Luxury Automobile brands. Social media networks included in the analysis are Facebook, Twitter, YouTube, Instagram, Google+ and Pinterest.
Key Highlights and Takeaways:

Facebook is the dominant network for most brands in this industry, but considerable activity is moving over to Instagram
Google+ has considerable fan base overall, but is driving minimal engagement with brand content
There’s surprisingly little promotion of posts on Facebook from these brands
Mercedes is prompting their fans on Facebook to join them on Instagram. A possible move in reaction to Facebook’s declining reach issue.
Auto-enthusiast magazines are generating significant engagement for some of the brands, something brands should leverage when possible, as not all press will be entirely possible.

Brands analyzed are: Acura, Audi, BMW, Cadillac, Infiniti, Jaguar, Land Rover, Lexus, Lincoln, Mercedes-Benz, Porsche and Volvo.

Understanding Google's "Right to be Forgotten" judgement in Europe – for Americans

Posted by Brandt Dainow on May 14th, 2014 at 6:23 am

On May 13th 2014, the European Court of Justice introduced legal backing for the "right to be forgotten." There's been a great deal of talk about this, most of it inaccurate. This post will explain what this is all about and what it means.
read the Court's own explanation here
What is the European Court of Justice?
Basically – it’s the European Union’s equivalent of the US Supreme Court.  It’s the highest court in the EU, so there is no appeal of its rulings.  The EU is halfway between the US federal system and a bunch of independent countries.  Each country, just like each US state, can draft their own laws, but they have to comply with EU-wide “directives.”  EU directives state whether there should be a law for a given situation and roughly what it should contain.  It is up to each state to implement a directive as they see fit, and decide what sort of enforcement they want to put on it.  There can be wide variations.  For example, some herbal products, like Melatonin, are banned by EU directive.  While they are illegal under every EU country’s laws, some countries, like the UK and Germany, enforce the ban strongly, while others,... Read more