Tagged 'Tom Edwards'

New Instagram Business Tools

Posted by Tom Edwards on August 26th, 2014 at 7:01 am

Instagram recently announced they are taking major steps to enable brands by providing greater insight into the performance of both organic and paid content. These tools are a welcome addition to the highly visual platform and will create tighter alignment with business goals as it pertains to tracking impressions, reach and engagement.

The tools are built around three primary areas of account insights, ad insights and ad staging.
Account Insights - Account insights is the primary dashboard for mapping performance and engagement of organic content. This includes insights around the weekly performance of content, aggregate impressions over time as well as additional insight into the brands audience.
Here is a screenshot from the Instagram Blog highlighting account insights

Ad Insights - Ad Insights is the campaign performance hub for Instagram paid media that houses brand analytics (impressions, reach and frequency). Instagram, similar to parent company Facebook, are heavily focused on reach and frequency vs. engagement as a primary value proposition for brands. The Ad Insights dashboard is a quick and easy reference against the current campaign goals and all of the data can easily be exported for additional client reporting.

Ad Staging - One of the more exciting tools, especially for Social Agencies that partner... Read more

Physical + Digital = Evernote

Posted by Tom Edwards on June 4th, 2014 at 6:30 am

One item from SXSW 2014 that has remained relevant for me is a simple package of Post-it notes. These are not just any Post-it's, they are digitally enabled Post-it's that integrate seamlessly with Evernote. The simple utility of the integration that allows users to convert physical post-it notes into digital, searchable records inspired me to contact the Evernote team for a briefing to bettter understand how they partner with brands.

During the course of the briefing we touched on many topics such as their current user base of 100M+ as well as their approach to partnerships and how they are working with various device carriers at the OEM level to ensure Evernote is ever present on the latest devices. We also discussed their focus on physical accessories and partnerships with Moleskin & 3M.

Evernote's approach to creating value is to seamlessly become a part of a users daily routine. An interesting perspective about their user base was tied to the fact that out of 1000 people 999 will use Evernote in a different way. Users leverage Evernote as a way to capture anything important to their life, reuse it or stem off of it. From a brand partnership perspective, the goal is... Read more

Pinterest Guided Search Foreshadows Future of Promoted Pins

Posted by Tom Edwards on April 25th, 2014 at 2:22 pm

Pinterest has carved its niche as a social discovery platform. Guided search is the next evolution of the platform that will create more opportunities for users to discover content that is relevant to them, especially via mobile while building a foundation to refine Pinterest’s promoted pin ad product.

75% of Pinterest traffic is mobile and the primary user experience shift will be focused on gesture based elements integrated within the user experience.

One of the bigger shifts is now users can track custom categories of interests vs. just pre-selected categories. From a user perspective this is key as it allows more control to the user to further personalize the experience.

Here is the new user experience. Notice the ability to select a top level category and customize based on different keyword combinations at the top of the ux.
From a brand perspective, the focus on personalization for the user will allow Pinterest to gather additional data that will greatly enhance their targeting capabilities. The new guided search offering is also building towards a more refined discovery engine positioning offering for promoted pins via keywords and new categories where brands can further create new points of discovery with users.
Within the year we should see a... Read more

2014: The Year of Tumblr

Posted by Tom Edwards on February 19th, 2014 at 9:04 am

In 2013 one platform created more requests for POVs and testing from our Fortune 500 clients than any other. That platform… Tumblr.

What makes Tumblr unique? The platform is a hybrid of social & the web. Tumblr provides a massive (225m monthly uniques) and highly engaged audience as well as complete creative control over the look & feel of the experience. This is a valuable proposition for extending the equity & discoverability of a brand's digital presence.

Tumblr can serve as a campaign destination or social hub which has become a lost element within the social ecosystem. Most social platforms have moved away from a destination approach and are focused on atomized content engagement. Meaning the emphasis is on making sure your content is engaging enough to capture users attention within a short amount of time.

With Tumblr, brands are not limited to a single media type, there are no design restrictions and no character limits. A brand can create a compelling experience that transcends the social stream and maps to discovery through traditional channels such as search.
Here is an example of THE SIGNAL from Lexus. Note the design freedoms of the platform.

Other key elements to consider: Tumblr blogs can support custom URL’s... Read more