PNCONNECT — A few tips to keep in mind: 1) Be conscious of copyright law, as you would with any asset you share. 2) Reserve the GIF treatment for your most visually compelling assets. 3) If you need to convey a complicated concept that can’t be captured in a static image, consider whether a creative GIF can help you get the message across.
PNCONNECT — The key takeaway from this article isn’t the push for greater engagement. It’s this: “That doesn’t mean overall social media marketing success is as easy as creating compelling videos and infographics to share. Half of marketing professionals surveyed said the inability to measure ROI was a leading obstacle.” In other words, driving views or awareness or engagement is only half the battle. Always keep in mind what your eventual goal is: what action do you want people to take upon seeing your content? Are they doing it? That’s your ultimate measure of ROI. Views and impressions are just the icing on that cake.
PNCONNECT — Twitter wants to own more and more of the analytics experience, a far cry from the not-too-distant past when it offered no native metrics. It’s always good to have additional data on engagement and audience, and these stats, for those who can access them (primarily advertisers at the moment), should prove valuable in refining a content marketing program cadence. Read more on the Voce Nation blog.
Source: Twitter Blog
PNCONNECT — This video substitute will play in place of video when connection speeds are slow. This is a smart play by Facebook for future ad growth; the platform reports that more than half its revenue comes from non-North American markets, and its ad model should reflect conditions in its growth regions.
PNCONNECT — Not only is this huge news for WordPress and its community, it’s good news for the continued health of the open web. While Facebook and other players try to swallow the internet and take all the traffic and engagement for themselves, WordPress is committed to an open-source, open web where all tools play together and links rule all. And it’s done all this through word-of-mouth and fostering a passionate community, not through relentless podcast advertising.
PNCONNECT — If you’re not actively exploring how to integrate Buy buttons into your social content marketing efforts, you could be missing a huge opportunity. For more and more people, social networks are most, if not all, of the online experience. If you’re not bringing your product to consumers where they are, they may not make the effort to go looking for it.
Yet most core site content is still one-size-fits-all, leaving each visitor to find what’s most relevant to them — ideally, with the help of solid information architecture and interaction design. This may change soon. Adobe, HubSpot, and others are all touting their content management systems’ personalization features, and other services, such as Get Smart Content and Marketo, offer solutions that work across platforms. These tools open up exciting, potentially revolutionary possibilities for brand publishers. And like most powerful tools, they can do a lot of damage when used recklessly.
Personalized content can key off a range of data:
Personalized variations can include everything from switching out a call-out box on the homepage to offering a completely different site experience.
A core pillar of a successful content strategy is meeting your audience needs, which begins with personas. Personas specify the goals, topics of interest, content preferences, and online habits of each audience segment — ideally based on in-depth research. Content personalization gives brands an opportunity to tailor the site experience to each persona’s needs by connecting persona characteristics to available visitor data and then serving up appropriate content.
On a B2B site, for example, you might lead with a different message on the homepage depending on where a visitor is in the customer journey. On a first visit, when a visitor is likely in the awareness stage, the focus might be introducing the company and highlighting useful how-to content, in order to establish a relationship. On a second and third visit, when a visitor may be in the consideration phase, it would make sense to highlight key product benefits. And if you know the visitor is already a customer, then you may want to direct them to content that helps them use products more effectively, or that helps them share knowledge with others.
To mitigate these risks, start with a light touch and test the waters. Most importantly, make it simple for visitors to move past your personalization, in case you miss the mark.
I’m like a Pavlovian dog in that I’m conditioned to check my email about 15,000 times per second. I try to set boundaries so I can focus on a task and block out distractions that’ll only send you down digital rabbit holes. If I need to get a piece of writing or research done, I leave my phone in another room and shut down social media and email. You’d be shocked at how much time you save in the long run when you’re not distracting yourself. I also try to set fake deadlines for myself so I can get work done and save free time for inevitable meetings, plus research and writing.
Having a goal; designating someone to write down outcomes, next steps and assignments; and staying on track when the group starts to stray off-topic. (I love a good YouTube video as much as anyone, but it’s important to be respectful of people’s time.) I also try not to bring my phone or laptop to meetings. It helps me stay focused on the task at hand and be more present.
I try to work out at least three times a week. I build it into my mornings so I go to bed earlier the night before. Sleep is essential, and it’s where I’m a Viking. Having post-work plans gives you a hard stop to your day and forces you to take a step back from work so you don’t burn out. Unless, of course, you have a pitch or presentation due, in which case you’re eating at your desk or standing up, hovering above a multi-page print out in a conference room, and that’s life.
Alexander Hamilton, for his no-chill approach to writing. Except even though he was a genius, he was kind of a stubborn jerk, which got him killed. (I’m a little obsessed with the musical, so I’m trying to shoehorn references into as many situations as possible. See? I did it!) My husband is a writer, and he is able to Just. Sit. Down. And. Get. It. Done. When he’s got a difficult task or assignment he feels inclined to put off, he sets a timer and allocates a certain amount of time to it (no email, no social media, no phone and texts). It’s such an amazing kick in the pants. Though it’s not like he drafted 51 of the Federalist Papers, so whatever.
GE has had success experimenting with novel Snapchat content and campaigns, including sponsored Geofilters at airports and train stations, featuring users’ holiday travel information and transportation facts.
In addition to the brands advertising via Snapchat, many are using it organically. Most of those are lifestyle brands of some sort: sports teams, fashion magazines, consumer brands and basically anyone trying to reach that 18-24 audience.
Food ordering service GrubHub, one of the first brands to adopt Snapchat, uses the ephemeral format for giveaways and contests, as well as funny stories, aimed at college students.
For more information about our team and approach, or to learn how we can help your organization with digital strategy, development and measurement, please visit the PNConnect site.
Tom Harris in Raleigh wrote this month’s Feature about content personalization. Chris Thilk in Chicago created our Guide to Snapchat, and Tamar Anitai in New York took the hot seat for On Workflow. Christopher Barger in Detroit and Chris Thilk compiled the PNConnect Weekly Reading stories and insights that appeared in Noteworthy News.
Thanks to Mary Gaulke, Tom Harris, and Chris Thilk for editorial oversight.