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Microblog Twitter on Wednesday launched a new Twitter app for Apple TV, Amazon Fire TV and Microsoft's Xbox One that lets anyone with these devices get Twitter's live streaming video and other Twitter content.
In addition, exclusively on Apple's Apple TV, it will provide live premium video and tweeted video clips.
This is a huge step in the live streaming world social media.
Twitter launches on streaming services.
Twitter (TWTR) to Live Stream First NFL Game This Week
NEW YORK (TheStreet) -- Social networking giant Twitter (TWTR) will live stream its first NFL game on Thursday night of this week. Twitter and the NFL announced the $10 million deal in April.
In Twitter's first broadcast deal the company will be allowed to live stream 10 NFL games during the 2016 season.
"They actually got a good deal, it's the Jets and the Bills by the way. They got 10 games that they can stream on CBS' (CBS) feed on its mobile app and website," Fox Business Network's Ashley Webster said on "Varney and Company" Tuesday morning.
Webster believes the million dollar per game deal is "actually a bargain," arguing that the NFL could have gotten more money. However, the NFL is looking for new ways to reach an audience that has cut the cord.
Webster is more curious about how Twitter is going to leverage this deal.
"Are you going to be able to sell big time video ads to go along with it, to make it worthwhile?," Webster questioned. He called this a "big test" for Twitter, adding that it may also be a turning point.
This is also an important move for the NFL as it tries to hang onto millennial viewers, FBN's Steve Cortez chimed in. Cortez noted that the older generation of NFL watchers will sit down to enjoy a full three-hour football game, while most millennials do not.
Twitter has changed my life - personally and professionally - in ways that I can’t even begin to explain.
I also understand that Twitter isn’t like any other social network. The quirks and limitations cause many to give up and many others to not see how someone like me finds so much value on the network.
Over the last couple years, Twitter has made a massive effort to add features to not only simplify the user interface, but also to give creators additional options for telling their stories.
I personally believe Twitter is making the right moves - not be a social network, necessarily, or to compete with other social networks - but rather to be a real-time global fire-hose of active conversations and communities for live events and breaking news.
Listed below are my top 6 Twitter power user features that any user, no matter the number of followers, can take advantage of to find massive value on Twitter and standout from the noise.
Quite possibly one of the most underrated features on the network - Twitter lists enable me to follow over 30k people without worrying about the added noise.
I segment people into different lists based on topics, events or types of tweets. Contact and conversation filtering is essential for all users as they scale their Twitter use.
I’d guess less than 5% of users know about lists, and maybe 5% of those users use them regularly. With all that being said, if you can get over the steps required to create them or leverage tools like Audiense, Buzzsumo, IFTTT or SpiderQube to help you create them, Twitter lists can be a mind-blowing feature that'll hook you into the true power of Twitter.
Twitter for me, when compared to other social networks, is less of a social network and more of a media site - I like to refer to it as a “global, unfiltered firehose of conversations and community”.
Many people find value on Twitter when they're at a conference or watching TV or at a major sporting event. That's because the conversations are happening around a hashtag, in real-time, and it doesn’t matter who's following who because everyone adds to the conversation. The hashtag becomes the glue that links all the tweets in chronological or popularity order, depending on your viewing preference.
Tweetdeck is a Mac and Chrome browser application that Twitter bought a couple years back - it enables me to create columns to easily filter conversations around specific users, hashtags, or Twitter lists.
Being able to quickly navigate and consume conversations ripe for me to jump is the secret weapon that enables me to maintain my reputation of “talking fast and tweeting faster”.
I’m a massive geek and marketing technology addict - to say I love data is an understatement.
Approximately one year ago, Twitter granted users access to their profile analytics data on analytics.twitter.com. This dashboard provides a fantastic snapshot of profile insights, including follower demographics, most engaged tweets, trends over the last 28 days and more.
For me this provides incredible value as I can see that my Twitter profile is viewed an average 44k times a month – which is far more than my website or any other homepage I have on the web. Because of this data I often update my bio, pinned tweet, and background image to provide the most relevant information to the people visiting my page. And even though I schedule most of my content via Buffer, I still view my Twitter analytics a couple times a month to monitor trends and better understand my Twitter community.
As mentioned earlier, Twitter analytics enables me to monitor engagement on my tweets and profile views. With so much traffic to my profile page, it’s essential to make a good first impression with my Twitter bio and images.
But let’s face it, people follow you on Twitter for your tweets – for the information you share.
Your pinned tweet is the first tweet a person sees when they visit your Twitter profile. Often times the engagement on the pinned tweet will be much greater than on a normal tweet because it has a chance of being viewed more frequently. I like to experiment and have even gone as far as using Twitter cards, Twitter video, and Periscope live video posts as my pinned tweet.
Expanding beyond a traditional tweet allows me to go provide more than 140 characters of text while still being the first tweet someone sees when they view my page. I often change my pinned tweet to stay current and to drive new engagement to new content.
How often and what you choose to select as your pinned tweet is up to you, but whatever you do, you should update your pinned tweet regularly if you use this option. Don’t leave a tweet pinned from 2013 as that just shows you don’t care about your first impression - and that can deter people from clicking 'follow'.
An important step in every digital strategy is that you need bring your content and story to where your audience is already consuming and engaging media - don't expect them to come to you.
This includes Twitter - telling someone you’re on Twitter or having a small Twitter logo on your website or in your email signature is just giving them an FYI.
What’s better than telling? Showing.
Twitter recently enhanced their embed options allowing you to go beyond just putting your Twitter timeline in the sidebar of your website. My favorite new embeds are: Twitter follow button, Twitter DM from anywhere button, Twitter Collection of Tweets Embed, and an embed of a Periscope share tweet that enables the Periscope feed to play inline on your site. These new embed options are a great way to bridge your audience by showing them who you are and to drive them to your Twitter profile to find out more.
I’ve built 50+ strategies and will keynote at more than 45 events this year mostly focused on helping brands, leaders and communities tell their digital stories using live video and social media. Given this, it'll be little surprise that I’m also a huge fan of Twitter video - but I might up the ante by saying that it’s the most valuable, current feature of Twitter. Unfortunately, much like Twitter lists, it may also be one of the most underutilized.
Twitter videos can be created using the Twitter app on your iOS device. One of my favorite use-cases is replying back to those who share my content or thank me for something with a quick video. It’s personalized, they can look in what I call my “digital eyeballs”, and it conveys more in 10 seconds than I can say in 140 characters. I’ve also found great success in uploading videos that are professionally edited or ones that I’ve recorded via Periscope into a Twitter video card, including a call to action, title, description of the video and a custom button to drive viewers of the video to my website for more details or information.
This week Twitter announced a shared revenue plan with Twitter creators that will allow us to place ad content before our videos and receive a share of that revenue. I've applied for this functionality but haven’t used it yet. But the countdown is on - I have about 50 different scenarios where this will be integrated into my Twitter strategy.
Time, like in everything we do, is required to find value and opportunity on Twitter. I don’t have a magic trick or tweet shortcut to get more than 24 hours in your day or to pause the clock while you’re engaging in your favorite Twitter chat. There's no easy button, but I will say that when you start by defining what success looks like for you and your time spent on Twitter, you’re ahead of most.
Hopefully this post gives you insights into key Twitter features that you might not have known were available, and how you might be able to use each to find more value on the platform.
This wouldn’t be my post about Twitter features if I didn’t include a personal wish list for future features just in case Twitter is reading this. So here they are:
-Anthony Denardis North Port Florida
social media marketing in sarasota, ounta gorda, north port, venice Florida.
Friday Thesis:
"This exactly why having a social media team to manage your content & engagement is vital in 2016/2017. VITAL!
No longer hiring someone to 'throw some posts' on your page works. It not what you say but what you hear. Obviously Amtrack failed miserably (image below) at taking care of a customer in dire straits.
Don't be that business that ignores people or responds months later."
This is the ultimate guide to how Facebook chooses what to show in your News Feed, and how you can get your content seen by more people.
Understanding how the News Feed works is tough because the algorithm is always changing. So TechCrunch launched this research project for today’s 10th anniversary of News Feed, interviewing Facebook’s team members, compiling the company’s announcements, and reviewing a decade of our coverage. The result is this helpful explainer, which we’ll keep updated as new changes roll out so it’s always accurate.
Facebook’s objective is to select the most relevant and engaging stories to show in the News Feed. It wants to choose the best content out of several thousand potential stories that could appear in your News Feed each day, and put those in the first few dozen slots that you’ll actually browse through.
These stories get ranked and shown in order of importance, from big stuff like your sibling getting married or a news article that 10 of your friends have shared, to the average links shared by brands to their websites, to boring stories like a distant acquaintance RSVPing for an event.
Facebook prioritizes stories you’ll Like, comment on, share, click, and spend time reading, which we’ll refer to as “engagement”. Facebook also runs both online surveys and offline focus groups to get more feedback about what stories people think should appear.
The more engaging the content, the more you’ll come back to Facebook, and the better it can accomplish its mission of connecting people while also earning revenue from ads shown in News Feed.
Over time as more people and Pages join Facebook and each shares more content, there’s more competition for the limited available space in the News Feed. While people have increased the amount of time they spend on the News Feed over the past 10 years, viewership hasn’t grown as fast as the amount of stories shared.
This causes a natural decline in the reach of what’s posted to the News Feed, in terms of the percentage of people who see a story out of everyone eligible to see it. This is why Facebook Pages see the percentage of their followers who see their content shrinking over time. It’s an inevitable result of people sharing more frequently, rather than some conspiracy of Facebook’s to force businesses to buy ads.
The best way for you to counteract this decline of reach for your own content is to learn what Facebook’s algorithm prefers.
So how does Facebook’s algorithm choose what appears in what order? It assigns each story a personalized relevancy score that’s different for each person that sees it, and puts the most relevant stories first. The algorithm takes into account thousands of different signals. But here are the four main factors that decide a story’s personalized relevancy score, and therefore its visibility to that user.
Who Posted It – The more you’ve interacted with a post’s author in the past, the more interested Facebook thinks you’ll be in their future posts. This interaction could be engagement such as Liking or commenting, but also clicking or slowing down to read their posts, visiting their Page or profile, tagging them or being tagged together in posts or photos, and many other actions on Facebook. This is why you don’t see post from old friends or Pages you haven’t interacted with in years.
How Other People Engaged With The Post – The more that other people have engaged with a particular post, the more likely that Facebook will show it to you too. Sometimes people and Pages post boring things few interact with, so it lets them sink into obscurity. But if a high percentage of people who do see a post at first do engage, Facebook knows it’s interesting and keeps showing it to more people.
What Type Of Post Is it – The more that you typically engage with a certain kind of post (status, link, photo, video, event, job change, content from another app), the more Facebook will show you posts of that type. Different people enjoy different kinds of posts. I might love reading news articles, you might love watching videos. Facebook matches people to post types so if you never watch videos, you won’t see as many.
When It Was Posted – The more recently a story was posted, the more likely you are to see it. However, Facebook also detects when you last checked the NewsFeed, and will rank older, good posts higher if you haven’t logged in since they were posted and haven’t seen them. Check every few minutes or hours, and Facebook will prioritize very recent posts. Go offline for a week and Facebook might surface a big story like your best friend having a baby even if it was posted 5 days ago.
Combined, these factors have a heavy influence on how high up in the News Feed a post appears. Over time as you interact with the News Feed, Facebook learns what you care about and evolves that understanding if your behavior changes.
There are also several other significant factors that determine what you see in the News Feed, though not as heavily as those above
How Many Others Have Posted the Same Thing – Facebook creates highly-ranked aggregations of posts when lots of friends or Pages post the same thing. If a dozen friends have all posted the same news article or video, Facebook assumes it’s a big deal and displays a “Josh Constine and 11 other friends shared…” story higher up in the News Feed.
New Facebook Products – When Facebook releases a new product such as Live video or Slideshows, the company needs to test how much people want to interact with it. It may initially show too many or too few News Feed stories about the product until it receives enough feedback to learn the appropriate level of visibility.
Facebook also injects ads into the News Feed. These don’t replace any naturally visible post but instead just get injected in between them, pushing down the ones that come after.
Facebook uses a similar but separate ranking algorithm to determine whether you’re likely to be interested in a Page or business’ ads. Facebook limits the number of ads you see, and therefore wants to maximize the likelihood that the ones it shows you will get you to click, since clicks earns it more money.
The more Facebook knows about you, the more relevant the ads will be. If you fill out your profile and Like the Pages of things you care about, Facebook’s ads will become more personalized and relevant, informing you about products, apps, events, and more that you’re truly interested in.
Facebook gives you both implicit and explicit ways to teach the News Feed what you want to see.
Implicit signals come from your normal behavior on Facebook. If you keep Liking stories from a certain friend or about a particular topic, you’ll see more of them. If you always skim past someone’s posts or never click on the stories shared by a Page, you’ll see less of them. That’s why it’s important to actually Like things you like, and not pity-Like things you don’t really care about just to be nice to someone.
Facebook also provides explicit tools for directly telling News Feed what you do and don’t want to see. Every story has a little drop-down arrow in the top right corner that lets you:
There’s also a See First option available in the News Feed settings. This lets you pick people or Pages whose posts you always want to see at the top of your News Feed, which can be useful for staying informed about a loved one, best friend, favorite brand, or your own business.
Facebook is constantly tweaking the News Feed. It adapts to prevent people from gaming or tricking the system, embrace new media types, and correct flaws that lead people to see things they don’t care about. Facebook publishes News Feed FYI blog posts to be transparent about the changes.
This article will adapt too. As Facebook publishes more FYIs, we’ll add them to this list with a short summary of what each means. That way you can keep referencing this article and share it with friends or colleagues that don’t understand how News Feed works. Here are all the News Feed change announcements so far:
High Quality Posts From Pages – Timely, relevant, from a source you trust, you would share it or recommend it, genuinely interesting and not trying to game the News Feed, not low quality or a meme, wouldn’t complain, doesn’t get hidden, complete Page profile, fan base overlaps with other high quality Pages.
More Relevant Ads – Fewer ads that other people hide, Fewer ads similar to ones people have already hidden
Higher Quality News – More links to high quality articles, Fewer links to meme photos, related articles to ones you clicked, highlighting stories with new comments
More Status Updates From Friends – More text status updates from friends, fewer text status updates from Pages, more link share stories from Pages, fewer text updates with embedded links from Pages
MoreStories About Topics You Like – Page posts that tag another Page may be shown to followers of the tagged Page
Cleaning Up News Feed Spam – Fewer Page posts that explicitly ask people to Like, comment, or Share. Fewer Page posts that have already been shared by that Page, fewer spammy links that use inaccurate language or formatting to trick people into clicking
Focusing On Explicitly Shared Stories – More explicitly shared stories from third-party apps and fewer implicitly or automatically shared stories
Showing Better Videos – More videos people watch and watch for a long time, more videos to people who watch videos and fewer videos to people who skip videos
Fighting Click Bait – Fewer links that don’t tell people much about what they’re clicking to, fewer links to web pages where people don’t spend much time and come right back to Facebook, more links to web pages where people spend a lot of time, more links to web pages people talk about after visiting and fewer links to web pages people don’t talk about after visiting, more stories with links shared with the link format and fewer stories with links in the description or caption of a photo or video.
Incorporating Feedback About Ads – Using surveys about why people hide ads, fewer similar ads to ads someone hid because it wasn’t relevant to them, fewer ads shown to anyone that people hide because they were offensive, more heavily weighting the hides by people who infrequently hide ads
More Timely Stories – More stories that reference current Trending Topics, more stories shown soon after they’re posted if people Like them soon after they’re posted but Like them less later
More Control Over What You See – When you hide someone’s story, you can select to see less from that person in the future without completely unfollowing them
Reducing Promotional Page Posts – Fewer posts that solely push people to buy a product, install an app, enter a sweepstakes, or that reuse the exact same content from ads.
Minimizing Hoaxes – Fewer posts that people flag as hoaxes or delete after posting because they are scams or deliberately false news
Showing More Content From Friends More posts from friends instead of Pages, fewer stories about friends Liking or commenting on a post, more posts from the same sources for new users without much content in their News Feed
More Stories You Spend Time Reading – More stories that other people spend significantly more time looking at in their News Feed than other stories.
The See First Feature – A new feature lets you choose friends or Pages whose stories you want to see first at the top of your News Feed
Accounting For Differences In How People Hide Stories – People who hide an extremely high number of stories in their feeds including ones they’ve Liked and commented on will have their hides taken less into account by the News Feed algorithm
Incorporating Actions Taken On Videos – More videos that people turn on the sound for, watch full screen, or watch in high definition.
Improving News Feed For Slow Connectivity – Fewer videos and more status updates and links shown to people with slow Internet connections, re-showing stories you’ve already loaded if you have no Internet connection
Incorporating Reactions – More stories similar to ones you react (just as with Likes)
Surveys To Reduce Low Quality Viral Stories – Fewer viral stories that surveys say people would rather not see
Offline News Feed – When someone has slow connectivity, Facebook will re-rank previously downloaded stories by relevance and display them instead of a loading symbol
Incorporating Qualitative Feedback – More stories that surveys and qualitative research show people would be likely to both rate highly and engage with
Matching Reactions And Stories – Over time, Facebook hopes to show people more stories similar to the ones they React to in a certain way, so people who often use the “Haha” Reaction see more funny stories
Showing Live Videos When They’re Live – More Live videos shown while they’re currently Live
Incorporating Time Spent Viewing Sites – More links to Instant Articles and mobile web pages loaded inside of Facebook that people spend more time viewing, fewer posts in a row from the same Page
Prioritizing Friends And Family Over Pages – More stories from humans you care about, and fewer stories by businesses and news outlets
Punishing Clickbait Headlines That Mislead Or Withhold Information – Fewer news stories purposefully trick people into clicking by omitting or exaggerating core details
Promoting Personally Informative Stories –
We’ll add more News Feed FYIs as they’re published to keep this list up to date.
The best tactics for appearing prominently in the News Feed end up being quite straight-forward: share things that are interesting, authentic, and resonate with your audience. That typically means visually compelling media, funny or emotional content, and important news that’s fascinating to a wide audience.
Avoid overly self-promotional spam, dry or long-winged content, and boring looking media that only appeals to a fraction of your audience.
So before you post, ask yourself, is this actually interesting or entertaining to other people? Or are you just vainly bragging about your life or greedily marketing your business?
Facebook’s News Feed algorithm is complex, but the humans it serves are still pretty simple. We all just want to be stimulated. Do that, and Facebook will share what you have to say.
"A lot of organizations shy away from letting their staff have their own brands and be individuals, and I think that’s a rather short-sighted because actually, if you can allow your staff to have a brand, to get known in the market, to have connections, have networks that they can really work, that’s going to enable them to do their job better. If a problem comes up or they need an answer to something, having got themselves out there, raised their profile and made this network, they’re much more resourceful than they might be if they just have to sit at their desk and nobody knows who they are.
And it doesn’t even have to be a network outside of an organization. Using your brand to raise your profile within an organization, and people getting to know each other better, knowing exactly what your strengths are, thinking, “Oh, great. I’ll go to you the next time I need X, Y, and Z.” For an organization, that has to be beneficial."
"Well, if someone is out for themselves, they're out for themselves. Organizations can sometimes be scared of people with strong brands, thinking, “We don’t want anyone to really stand out. We don’t want anyone to have their own personality.” In fact, actually, years ago, someone said to me about one of the main consulting companies - I won’t name them, but they worked over there for over 20 years - and they said, “You're not allowed to be individual. You have to be a clone that represents that organization in the outside world.”
So that’s fine, and if you're that sort of person, if that doesn’t bother you, you'll love working for that organization. But I think they’re missing a trick because actually, organizations can benefit from someone with a strong brand, with a high profile, with a good network, because they’re the people who have eyes on them. The business can flow in through them. So there's a plus and there's a minus to it, though, because if they leave, you could end up high and dry."
"Whether I’m working with people on their brand within an organization - sometimes it’s at graduate levels, sometimes it’s at, as you say, talent levels, sometimes at exec level - the steps that I take people through are exactly the same.
The first step is defining the brand because - getting that clarity, really understanding in-depth the who and the what that you're putting in the package needs to be the first part. So that's very important - I’ve actually had the feedback from people, saying, “Wow, they came out with a lot more confidence”, so just understanding yourself is quite a nice thing.
The second thing I do is I get people to check their brand - by which I mean to get some feedback and find out if how they've perceived themselves in step one is how other people are seeing them. And I find this can be a real 'wake up and smell the coffee' moment, particularly when I work with people one-to-one and that rapport is very in-depth. Often where organizations have benefited is maybe they’ve had someone who hasn’t realized the negative impact they’ve been creating, and the real payback for the company is that person has suddenly gone, “Oh, okay. Now I see it,” which is very important. On the whole, though, people actually get complete confidence based from the feedback because people are reiterating that yes, what you think is good is what we think is good.
And then the third step is always how do people promote their brands. Now, depending on what my clients are telling me about the audience in front of me, that will be tailored to maybe at graduate level, the real basics of how you look - things like timekeeping, things like the language in your emails. At the talent level, it’s a bit more about getting out there as leaders, getting more buy-in. And then at an executive level, it’s very much understanding impact, how they come across, and how to improve that."
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By Joe LazauskasAugust 29th, 2016
Most companies are thinking about content all wrong—or at the very least, in a very limited way.
Content is primarily thought of as a marketing tool—a way to boost brand perception, reach potential customers, and drive leads. But in truth, content can wield a powerful influence on divisions across the enterprise—particularly any that are external-facing. Content serves as a powerful tool for sales teams, a driver for recruiting efforts, a boon for investor relations, and a cost-saver for customer service. It also helps maintain relationships with vendors, agencies, and suppliers, and can help facilitate corporate communications and build company culture.
This relationship is symbiotic. Departments outside of traditional marketing divisions are a great source of content ideas and expertise in particular subject matter. Customer service teams are the experts on customer pain points. Salespeople are the experts on prospect needs. Product and research divisions can provide dynamic thought leadership. Just as content powers the enterprise, the entire enterprise can be a great resource in powering content creation.
This virtuous circle is only possible when the company works to build a culture of content that values and evangelizes content, championing the positive impact it can have on myriad aspects of the business and driving the goals of specific divisions (e.g., meeting recruitment and retention goals). Five key actions are critical to this task:
Upon entering Marriott’s headquarters in Bethesda, Maryland, the first thing employees see is the M Live studio, Marriott’s high-tech content center.
M Live is symbolic of Marriott’s commitment to telling the brand’s story to a mass audience. M Live is a physically prominent part of the office, and has a dedicated chair for eight different departments. The studio helps unify the company around a common purpose.
“This is a tool for everybody to use in the building,” said David Beebe, Marriott’s vice president of global creative and content marketing. “It’s customer-first thinking. A lot of brands can’t achieve what we’re doing. They think, ‘I can’t do that because someone over there is not going to like it.'”
(Full disclosure: Marriott is a Contently client.)
While a chief executive will rarely run a brand’s content operation, support from him or her is crucial.
Chase’s ambitious News and Stories content center is championed by Chief Brand Officer Susan Canavari, and its editorial board is chaired by CMO Kristin Lemkau. At Electrolux, the world’s second-largest appliance brand, CMO MaryKay Kopf brings together task forces of team members from across departments and regions of the world to unite around content. Because content tends to be a new and experimental initiative at most brands, buy-in from the bosses is key to success.
“I think content is the most important thing we do,” explained Kopf. “We curate custom content for wherever she is in that journey, with our brand as her friend. Then we utilize all that content to tell one story and develop technology to enable that.”
(Full disclosure: Chase is a Contently client.)
For a content methodology to succeed and a culture of content to grow, an organization needs a leader who can evangelize content across departments, and potential partners, champion success to senior leadership, and ensure content is compliant. Often, an important part of this role is advocating for better metrics and KPIs that demonstrate content success.
Beginning in 2013, Brian Becker, head of content for the Chase Newsroom, and his colleague Stacey Warwick, head of brand innovation, began rallying internal support for the company’s newsroom. They established a system of governance and standards, built a team of content creators, and created an editorial board. Chase now has a dashboard of critical content success metrics accessible to over 150 stakeholders within the organization, along with work ows that allow them to swiftly get content approval from all necessary parties.
“We had to set up our infrastructure and then show the organization how it could work,” Becker said. “We needed to prove that content can improve marketing’s effectiveness. We also built standards, governance, and communication that reinforced that we would be responsible and thorough.”
Today, content sits front and center on the Chase homepage, and has helped the brand engage its customers much more deeply.
It is crucial that leaders from different parts of the organization consistently come together to evaluate the success of their content and iterate on new ideas. The newsroom for Coca-Cola’s corporate online magazine, Coca-Cola Journey, gathers weekly to evaluate content based on a blended content score, and has a monthly call with 25 international markets, each of which has its own version of the Journey site. Coca-Cola hopes to expand that number to 40 by year’s end. The content team also has an annual publishing Summit, known as JourneyOn.
Raymond James’s content hub, Raymond James Point of View, is public but is built with the objective of serving the brand’s primary clients: financial advisors. According to Mike White, the brand’s CMO, this objective enables financial advisors to educate clients, boosts their individual reputation as subject-matter experts, and, in the process, bolsters the larger Raymond James brand. The company consistently gets feedback on its content from financial advisors via surveys that, in turn, inform the company’s editorial calendar. White says that 95 percent of advisors have recently used Raymond James content.
(Full disclosure: Raymond James and Coca-Cola are Contently clients.)
When Marriott began production on Two Bellmen, its award-winning short film, Beebe largely gave director Miguel Cabrera full reign to exercise his creativity. In fact, Beebe’s only real criticism of the first cut was a self-promotional shot for Marriott.
“We don’t want to see any ‘Welcome to the JW Marriott, here’s your keycard,’ and then a closeup of the logo,” he said. “None of that.”
Coca-Cola goes as far as to create a formula that ensures they’re taking enough risks. As detailed in Altimeter Group’s “A Culture of Content” report:
Coca-Cola bases its content strategy on a 70/20/10 rule, which gives creative teams carte blanche to experiment with 20 to 30 percent of the content they produce. This allows Coke to create a steady stream of “safe” content while also pushing boundaries to try to be the next big thing.
A culture of content doesn’t emerge overnight, but working to build one across these five areas is crucial for any organization committed to content marketing success. It’s also the first and most important step to creating a content marketing program that will get better and better over time.
Do you want more leads from Facebook?
Are you wondering if Facebook ads can reach your audience?
Facebook’s expanded targeting features let you serve your ads to a narrowly defined audience of prospects.
In this article, you’ll discover four ways to reach business prospects with Facebook ads.
Discover four ways to reach businesses with Facebook ad targeting.
If you run Facebook ads, you’ve probably thought that it would be great to target an active group that you’re part of, only to realize it’s not possible. Or you’ve finally found the perfect Facebook page to target, only to realize that it isn’t available either.
Well, there’s a solution. While it’s not specifically targeting a certain group or page, chances are people who liked that group or page will be targeted, which works quite well.
First, look for keywords used to describe the group or page. Next, create a new ad set. Under Detailed Targeting, you’ll want to set your targeting parameters to those keywords. Enter your first keyword and then click Narrow Audience..target your first keyword AND your second keywordNow you can Enter your first keyword and click Narrow Audience.This tactic is the closest you’ll get to targeting groups.Target both of your keywords.
There’s a pretty cool way you can target select LinkedIn connectionswith a custom offer. You simply export your list of connections from LinkedIn and upload the connections you want into a Facebook custom audience. Keep in mind that your connections may not have used the same email on LinkedIn as on Facebook, so not all of the emails will match.
To export your connections from LinkedIn, click My Network and then select Connections. in the top-right corner.click the gear iconNext, On LinkedIn, choose My Network > Connections..click Export LinkedIn ConnectionsThen Click the gear icon on the Connections page.. Then answer the Captcha query and you’re done.click Export (such as .CSV) from the drop-down list andselect the appropriate file typeOn the next page, From Advanced Settings, export your connections..click Create New Custom Audience. Then in the ad set under Audience, create a new campaign and open Facebook Power Editor. To do this, insert your exported LinkedIn connections into your Facebook ad as a custom audienceNow you want to Choose the file type to export..click Customer FileNext, Under Custom Audiences, click Create New Custom Audience., because you probably want to include a select group of your connections rather than all of them.click Copy and Paste Your Custom ListNext Click the Customer File option..click Create Audience (20 is the minimum), andpaste in the emails. Then Select Emails from the Data Type drop-down listClick the option to copy and paste your custom list.That’s it! You’re now ready to enter your ad text, image, and so on. This tactic lets you target very small groups of people.Select Emails as the data type and paste in your relevant LinkedIn connections.
Pro tip: Group your LinkedIn connections based on commonalities and create unique offers for each group to spark more interest. Usually, the more personal your ad, the better the response.
This tactic is a bit more complicated than the others, but it has the potential to scale better. It involves layering keywords and Facebook pages on top of each other to get a very specific group of people.
Basically you brainstorm the key elements that define your target audience and group them into 3 or 4 categories so together they describe your ideal client.
For example, suppose you want to target online coaches who are interested in growing their email list with Facebook ads. The three keys could be that they’re online coaches, they want to grow an email list, and they want to use Facebook ads to do it.. Here are some questions to ask:define each of these categoriesNext you want to Find key traits that describe your ideal customer.
For example, to target coaches, you might look for software that can help them create their online courses (Teachable, for example). If they have an email list, they’ll likely be interested in an email service such as MailChimp or AWeber. If they’re interested in Facebook advertising and are already running ads, they might be using a tool like AdEspresso.
Now here’s how you can take things to the next level even before you run any ads: simply research each company you’re looking to target..Amy PorterfieldIf you’re interested in targeting someone who is already running Facebook ads, you could target people interested in AdEspresso, because it helps optimize ads. Or if you want to target people who aren’t running ads yet, you could target influencers who help with the basics such as Targeting your ideal customer.
It’s a good idea to research what audience your target prospect attracts. Often, all you need is just a few minutes on their website.
Another example is Infusionsoft, a premium email provider. Infusionsoft generally appeals to more established businesses that place a strong focus on their email list, as opposed to MailChimp, which caters to smaller businesses.
To do this, brainstorm 3 or 4 core traits that define your ideal client. Then research each trait to find topics or interests that relate to each of them (or in a perfect world, one that covers all).
Enter one of your findings from each trait by using the Narrow Audience option. You’ll end up with three layers.Remember that each tool, influencer, etc., you change will give you a different audience, so you may need to test different variables to nail down your ideal combination.This is what your layers might look like.
This tactic allows you to build very scalable campaigns.
Suppose you want to layer the information your prospect entered on his or her Facebook profile into the targeting area of your ad.
Fortunately, there’s an easy way to do this. Go to the Detailed Targeting section and choose Demographics > Work..target people by their job title and employerThen Under Detailed Targeting, select Demographics > Work.This allows you to target small groups of people who hold specific positions within a company, and build your ads to scale if you select a more generic job title.Choose Employers and Job Titles under Detailed Targeting.
Conclusion
There are several ways to use Facebook advertising to find your future B2B customers. You don’t need to use all four tactics, but you’ll never know which works best for you until you test each one.
anthony denardis shop local media
markting, social media marketing in Sarasota, Bradenton, Punta Gorda, North Port
The first step is to invent a thing worth making, a story worth telling, a contribution worth talking about.
The second step is to design and build it in a way that people will actually benefit from and care about.
The third one is the one everyone gets all excited about. This is the step where you tell the story to the right people in the right way.
The last step is so often overlooked: The part where you show up, regularly, consistently and generously, for years and years, to organize and lead and build confidence in the change you seek to make.
Anthony Denardis
shop local media North Port, Punta Gorda, Sarasota, Venice Florida
