Why project management and communication are the secret weapons of successful agencies
Sometimes, working in silos is essential — especially in an agency, where certain teams handle certain clients. If team members aren’t on the Coca-Cola account, they don’t have to go to the Coca-Cola budget meeting. However, silos can do more harm than good when it comes to collaboration between colleagues and teams. If you aren’t careful, they can impair healthy communication.
2020 resolutions for influencer marketing: Taking responsibility and control
2019 was a tricky year for influencer marketing. It started with the release of Netflix’s ‘The Greatest Party That Never Happened’ which documented how Fyre Festival’s organisers used influencers to dupe consumers, and then it ended with three well-known UK influencers unknowingly promoting a diet drink laced...
Instagram and Facebook introduce features to combat fake news and bullying
Instagram and Facebook have announced the introduction of new features to help combat fake news and bullying.
In 2019, Instagram introduced a feature that filtered comments. This new AI-powered feature is an extension of the earlier one which alerts users with a warning that their caption looks similar to others that have been previously reported based on the words that are used in the caption.
The Instagram team wrote on...
Like for like? Why the traditional tool of social media affirmation needed to shift
The ‘like’ was unassuming. Few anticipated that a miniature, good-willed icon of a thumbs-up could dictate corporate and cognitive wellbeing. At its best, the like has been massively generative to individual and industry alike. It’s turned people into brands, spawning influencer culture, and has reshaped global marketing.
But the like isn’t always at its best. People have died chasing them (think selfies on railroad...
NetBase: On using social listening and influencer marketing to ‘get more with less’ for campaigns
When the concept of social listening platforms first came about, it was that rarest of things in martech: a ‘solution’ which actually solved people’s problems. As data created on the social web reached ever-increasing levels, this made sense – but what’s more, being able to take this data and create insights from it was the real jam in the sandwich.
Instagram confirms it is hiding likes in the US: The agency and analyst perspective
Instagram has been dabbling in the waters of hiding likes, but with the news last week that the US was being tested the company jumped right in – and certainly made a splash in the process.
Speaking at the Wired 25 event in San Francisco, Instagram CEO Adam Mosseri confirmed the rollout. The system, which has seen test...
Using emojis for business communications and boosting customer engagement: A guide
Using images to communicate is not a new phenomenon. After all, images actually pre-date the written word – just think of cave people who painted murals on their walls to tell stories of their battles and culture. The fact is, images can convey so much more than words; a single image can communicate a tone and emotion that is personal to the recipient.
For marketers, images and...
Demystifying influencer marketing: How brands can build relationships with a data-driven culture
When it comes to the practice of working with influencers, I come across a lot of fear and caution amongst marketers. Whether it’s the fear of influencer fraud, uncertainty around how to measure results, or an inability to understand the impact of their investments, people remain wary.
Yet, influencer marketing is one of the highest potential practices for brands. An influencer’s voice can often be seen as more...
Why voice search is where the puck is going for digital
Continually riding the wave of the next ‘big thing’ in social media is certainly a roller coaster ride, and we are now on the cusp of another major change. Voice search has been growing in popularity and is starting to have a transformational impact on the way marketers can influence people to know, like, trust, and eventually buy from a specific brand.
Today’s social media landscape is driven by text and images but this is already shifting as an increasing...
It’s finally time to ditch the vanity metrics – and focus on these measurements instead
Today’s marketers have oceans of data at their disposal that they can use to track a nearly endless array of metrics to measure performance. Being able to eliminate assumptions and objectively evaluate campaigns is something marketers have always wanted. If they’re going to use data effectively, however, they need to acknowledge that not all metrics are created equal.
Vanity metrics are...
How digital continues to influence brand strategy in the travel industry
The travel industry is booming. As of February 2019, it was the second-fastest growing sector in the world, ahead of healthcare, information technology and financial services. There are a number of reasons for this. Millennials are growing in purchasing power—by 2020 their spending in the US alone will total $1.4 trillion annually—and already they spend $5,000 more per year on holidays than any other generation. They also take around 35 days of holiday per year on average....
Show and sell: The art of brand storytelling through content and influencers
Today’s consumers have trust issues. Wise to the tactics of marketers, they’ve become immune to most forms of digital advertising. Instead they look to peers, influencers, and online reviews to help them make purchasing decisions — and who can blame them? We don’t hop online in search of the next great advertisement; we’re looking to solve problems, explore the world, and make meaningful connections.
Facebook to follow Instagram and trial hiding likes: The next phase of social media?
Facebook is set to trial hiding likes from posts, the company has said, following on from tests conducted by subsidiary Instagram earlier this year.
The trial will be conducted in Australia initially and is based on positive feedback from mental health professionals around boosting users’ wellbeing. Users will still be able to see how many likes a post garnered if so...
SocialPubli: On the importance of micro-influencers and getting influencer marketing into a wider campaign
What do you think of when you hear the term ‘influencer’, or ‘influencer marketing’? The chances are that it’s someone who is either famous for being famous, or a bona fide famous person making a killing from some soulless shilling. Either way, you may wonder: just how are they getting the ROI from this?
At DMWF Global in London back in May, accounting software provider Sage made an interesting point. Could you...
Brands and influencers still at loggerheads over campaign control – but progress is being made
How much influence should an influencer have over the material they push? A new study from Takumi has found that half of marketers polled want complete control over influencers’ marketing posts.
The report (pdf, email required), which polled a mix of more than 4,000 consumers, marketers and influencers across the UK, US and Germany, found...
Marketers should be double mobile optimising content – here’s why and how
We are in a tech distraction epidemic: Leadership, teamwork and coaching will help fix it
For anyone struggling with workplace distraction; believe me, I’ve been there. For anyone who doesn’t think they are struggling with workplace distraction; believe me, you are.
As a digital anthropologist in Silicon Valley, I have studied this topic for years and should have known better, but a few years ago I was so mired in distraction that I missed deadlines and couldn’t finish an important book proposal. Concentrating for...
Social media users say they can spot fake news – but is their confidence misplaced?
Are you confident when it comes to spotting fake news? According to a new study, almost everyone is – and this confidence means they have no problems in changing their social media activity as the 2020 elections loom.
Data from B2B marketing and research firm Clutch has found that 97% of the more than 500 US-based social media users polled said they were confident in their ability to recognise fake news on social media.
How Talkwalker is aiming to take social listening to the next level
The marketing landscape today is one where data gathering and customer experience continues to increase at an exponential rate. Brands don’t want the fear of missing out on a good customer review, or a positive mention, or even genuine advice on how to improve their offerings.
In the social Wild West however, finding the golden four-leaf clover amid the field of ill-use and irrelevance is...