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This week’s social scoop includes exciting updates across Facebook, Instagram, Pinterest, and Snapchat. Learn more about geo targeting updates, watch how Live-stream capabilities are evolving, and read about how Snapchat is continuing to make itself a valuable medium for brands to advertise on. Facebook’s 2 Key Updates for Brands There are a few different updates …

This week’s social scoop includes exciting updates across Facebook, Instagram, Pinterest, and Snapchat. Learn more about geo targeting updates, watch how Live-stream capabilities are evolving, and read about how Snapchat is continuing to make itself a valuable medium for brands to advertise on.

Facebook’s 2 Key Updates for Brands

  • There are a few different updates from Facebook this week.
    • Facebook has been testing the implementation of new Facebook Live tools. These updates include the addition of Geo Controls, allowing brands to target their Facebook Live to users in a specific area.
    • Facebook now allows brands to promote influencer posts as ads. It’s simple: an influencer will publish content for a brand using Facebook’s labeling system, then the brand can go in and promote the post as an ad. For this to work, the influencer must check the box allowing the brand to promote it. Only the brand associated with the influencer’s post will be able to run it as an ad.
  • What it means for brands: The ability to implement geo targeting into Facebook Live gives brands the opportunity to target people nearby. For example, if a retail store was hosting an event and went Live, that brand could target users within a certain mile radius of the event, encouraging them to stop by. As for the influencer update – this is big for brands. Currently the only capability close to this is Branded Content. Brands work with influencers all the time and this capability allows a brand to reach its own (and much larger) custom audience by not only reaching the influencers audience, but also providing credibility to the post and reaching the brands audience as well.

Additional Resources: Social Media Today, Marketing Land

(via Social Media Today)

Instagram Adds Guest Feature for Going Live

  • Instagram is following in suit with Facebook, now allowing users to have guests join their live-broadcast. Currently, the option is only available to a small subset of users, but the platform plans to implement this widely over the next few months.
  • What it means for brands: Giving brands the opportunity to have more than one user on a broadcast is highly beneficial for a couple of different reasons. First, it makes the very authentic way of communicating with an audience a bit less awkward and more natural, as it can be more conversational. It also opens the ability for brands to conduct interviews on Live stream. This could be useful for brands that are working with influencers in different places, allowing the brand to have themselves and one of their influencers go Live together and do a Q&A. This could also help save money in the long run.

Additional Resources: Social Media Today, Instagram

(via Social Media Today)

Pinterest Introduces Auto-Play Video Ads

  • About a year ago, Pinterest began testing the use of promoted video. Now, auto-play promoted video is available to all brands just like Facebook. The most popular type of video is the “how-to” videos, with 80% of pinners stating that these types of videos helped them learn something.
  • What it means for brands: Video content is known to perform very well across all platforms. By having the opportunity to promote video content on an app like Pinterest, brands can get a little bit more fun and creative with their content, knowing that it will be relevant to the space! For example, the image below features an ad from Cheetos. In this ad, the brand placed a boot-shaped Cheeto on display and discussed the quality of the “boot.” While the idea seems silly, the placement for the ad makes it relevant. The ad shows up in the feed and auto-plays when users search a relevant keyword such as “knee high boots.” Most importantly, the value of impres
  • sions and engagement significantly increase with video, especially with an auto-play feature. Brands should start seeing greater engagement on their promoted video content on Pinterest.

Additional Resources: Social Media Today, Pinterest, Marketing Land

(via Social Media Today)

Snapchat Continues to Better Back-End Advertising Experience

  • Snapchat is making quite an effort to make itself a desirable platform for brands to advertise on. With this, they have been making metrics reporting and the overall back-end marketing experience more valuable to brands. The most recent updates include bulk campaign and ad set creation, ad testing abilities, new reporting techniques, and audience and media libraries. The audience and media libraries are a place where brands can save their audiences to use for later, as well as save media that is uploaded.
  • What it means for brands: As Snapchat’s back-end improves, brands are now able to rely on quality reporting and user-friendly technology to measure and maintain campaigns, similar to Facebook’s Power Editor. They can start using metrics to report on ROI, which wasn’t available previously and possibly made Snapchat a less-worthy platform to spend their media dollars.

Additional Resources: Marketing Land, Snapchat

(via Social Media Today)

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Lately we have been seeing social media channels becoming increasingly similar in their features and capabilities. The competition between apps and media outlets is fierce, and top-performing platforms are working tirelessly to one-up each other. This is great for users and brands, as this is improving overall experience. LinkedIn Adds Website Demographics & Ability To …

Lately we have been seeing social media channels becoming increasingly similar in their features and capabilities. The competition between apps and media outlets is fierce, and top-performing platforms are working tirelessly to one-up each other. This is great for users and brands, as this is improving overall experience.

LinkedIn Adds Website Demographics & Ability To Post Multiple Photos

LinkedIn has been working to improve user experience on the app and announced two new updates to the platform this week. First, they released a new tool called “Website Demographics.” This tool will provide insight on who is visiting a website based on profile data. This works like Facebook’s Pixel and Google Analytics. Marketers will be able to filter data based on eight segments:

  • Job title
  • Industry
  • Job seniority
  • Job function
  • Company
  • Company size
  • Location
  • Country

Additionally, LinkedIn added the capability for users to add multiple images to a single status update. Although there are no live story capabilities yet, this will allow people to tell more of a story from professional events or industry meetings and is more in line with the asset uploading functionalities other top social platforms.

  • What it means for brands: With the ability to look at website demographics, brands will be able to adjust their targeting based on data provided. For example, if a marketer was originally targeting people in IT but realize that HCP’s from the East Coast are visiting their website more frequently, they could create a campaign to reach the HCP’s with your product. The benefit of uploading multiple pictures for marketers will be to showcase more images and tell a story, thus providing more overall post engagement.

Additional Resources: Social Media Today, Social Media Today

(via Social Media Today)

Snapchat Finally Updated Ad Insights For Brands

  • Snapchat has worked with third-party measurement firms to roll out its marketing mix measurement program. Previously, brands were skeptical to advertise on Snapchat because of the little consumer data that was available at the end of campaigns. The update will allow brands to track campaign ROI and sales lift. The update also allows for programmatic buys and AB Testing of ads.
  • What it means for brands: Just in time for 2018 planning (marketing talk!!), Snapchat can now guarantee more insight into campaigns launched on the platform. This will allow brands to compare performance to other campaigns running on various platforms, as well as evaluate the impact on a business’s bottom line. This additional insight was added to make brands more inclined to use Snapchat to advertise, as before there was little measurement or ROI data.

Additional Resources: Marketing Land, Advertising Age

(via Advertising Age)

Facebook Launched New Custom Audience Capability

  • Facebook recently launched a new custom audience feature. Brands now have the capability to do event-based targeting via Facebook. Put simply, this means that marketers can pull the data from Facebook event RSVP lists and target those profiles with ads. Very helpful!
  • What it means for brands: This will serve as a great re-targeting method. If a brand hosts an event, marketers can pull all of the “going” responses to the event and target the users who have responded with a special promotion or message for attending. On the opposite end, brands can also pull the “interested” and “no” response lists with hopes of targeting them to attend a brands next event or try out a new product or service that they missed by not being in attendance to the event. Brands can also use this to create a lookalike audience, targeting people with similar interests to those that responded to the event.

Additional Resources: Marketing Land

(via Marketing Land)

 

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There’s a lot happening this week in the social media realm for both users and advertisers. Check out new targeting capabilities on Instagram & Snapchat. See LinkedIn’s new ads manager, & stay up to date on recent changes from Facebook! Facebook Messenger now has Ad Feature Facebook has expanded its advertising capabilities by launching messenger …

There’s a lot happening this week in the social media realm for both users and advertisers. Check out new targeting capabilities on Instagram & Snapchat. See LinkedIn’s new ads manager, & stay up to date on recent changes from Facebook!

Facebook Messenger now has Ad Feature

  • Facebook has expanded its advertising capabilities by launching messenger ads on both Facebook and Instagram. The platform strategically waited to launch messenger ads until it could build up the number of users that downloaded messenger. Today, this number sits at about 1.2B active monthly messenger users. The way that messenger ads will work is that sponsored content will auto populate in their messenger feed. When a user clicks on the sponsored message, it will automatically redirect them to a landing page of the brand’s choice.
  • What this means for brands: Advertisers can now auto populate ads to its users, forcing them to have to look at their message before they keep scrolling. Although this is a great way to reach people, advertisers need to make their ads enticing enough for users to click.

Additional Resources: Social Media Today, PR Daily, Facebook

(via Social Media Today)

Facebook Removes Ability to Edit Link Previews

  • Facebook announced that it is going to change the way that brands can edit the link previews attached to posts. The ability to edit a link preview means that when a link is posted, brands can edit the automatically generated description from Facebook. Now, brands will no longer be able to edit. The rationale behind the change is to minimize the amount of “phishing” on the platform, with hopes of preventing spammers from editing the link previews to contain false information.
  • What this means for brands: By September 12th, 2017 all media publishers on Facebook must establish link ownership, a tool that Facebook has provided for media publishers only. To access this, simply follow the instructions on the graphic below.

Additional resources: Social Media Today, Facebook

(via Social Media Today)

LinkedIn Upgrades Campaign Manager

  • LinkedIn has made changes to their campaign manager which will make it easier for advertisers to manage campaigns. This will have an improved and more organized workflow, easier access to campaign performance, and a design that is more aligned with the LinkedIn feed.
  • What this means for brands: Advertisers can more easily navigate campaign manager and pull metrics more efficiently

Additional Resources: LinkedIn

(via LinkedIn)

How Snapchat’s Snap Map Feature Is Shaping Up for Advertisers

  • There are different reactions to the Snapchat map across the board. While some users find it as an invasion of privacy and have chosen to go on “ghost mode,” others feel more connected by being able to view stories around the world. Advertisers are feeling largely positive about this because of new location-based targeting capabilities. Yes, advertisers can do location-based targeting via video ads on Facebook, but the issue is that 95% of these videos and ads are played without sound. When users are scrolling through Facebook, they are not solely there for video content. On the contrary, Snapchat, users already have their sound on when the ads come up because they are accessing the application with the purpose of viewing videos.
  • What this means for brands: Essentially, this feature is opening up a brand-new world for advertisers to drive in-store traffic as well as increasing engagement and clicks to blogs or landing pages.

Additional Resources: Social Media Today, Business Insider

(via Business Insider)

Instagram Ups Its Retargeting Capabilities

  • Under the “Audiences” tab in Facebook business manager there are three new retargeting options for Instagram. These three options include: video, lead form, and Instagram business profile. The video capability allows advertisers to target people who have watched a certain length of their video. Lead form includes people who have opened, completed, or submitted a form that brands have previously targeted them with. Instagram business profile targeting allows businesses to target anyone who has previously interacted with their profile page.
  • What this means for brands: Now, advertisers can retarget leads based on how they have interacted with a page and to the degree in which they have interacted. This is a big advancement for advertisers, as now messaging can be tweaked for each different retargeting audience. This could be particularly useful for brands working with influencers. The influencer could post the video, and brands could then buy the audience that interacted with the influencer’s post and create ads to retarget these users.

Additional resources: Social Media Today

(via Social Media Today)

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Want to stay up-to-date with the latest in social media? Well, we’ve got the latest social scoop for you and let’s just say, we’re psyched about Instagram, Facebook, Twitter and some (Pop)sugar news. This week on the social front, there are a lot of exciting changes. Social platforms are continuing to surprise users by implementing …

Want to stay up-to-date with the latest in social media? Well, we’ve got the latest social scoop for you and let’s just say, we’re psyched about Instagram, Facebook, Twitter and some (Pop)sugar news. This week on the social front, there are a lot of exciting changes. Social platforms are continuing to surprise users by implementing unforeseen capabilities into the space.

YouTube’s Two Major Announcements

  • Recently, YouTube has made two major announcements. First, CEO Susan Wojcicki announced that it now has 1.5 billion logged in monthly users. In other words, 1 in every 5 people around the world are logging onto YouTube at least once a month. This is a major milestone for the social channel, and this profound number is making marketers’ ears perk up. However, that’s not all. YouTube also announced that it has partnered with another Google company, Daydream, to allow people to produce virtual reality on any type of recording device. This is monumental for the platform, as VR has taken off but proven to be expensive to produce because of the 360-degree lens needed to film.
  • What it means for brands: Now, marketers can feel rest-assured that their YouTube marketing efforts are reaching plenty of people. Specifically, 1 in 5 people globally. The virtual reality announcement gives marketers the chance to produce unique and entertaining content for their target audience, without having to buy the latest VR producing gadgets. YouTube is not only making the platform more user friendly for the producers, but it is also keeping its viewers entertained.

Additional Resources: Adweek

(via Adweek)

Snapchat Adds a New Geo-Targeting Feature

  • Step aside, Facebook and Instagram stories: Snapchat isn’t ready to back down yet. The recent battle between Zuckerberg and Snap App has resulted each platform trying to one up the other with capabilities and user technology. Snapchat has now out-done its competitors since launching the “snap map” feature. Snap map allows you to see your friends’ locations by using their bitmoji as an identifier. Simply open the app, zoom out on the screen, and the map opens. The vision behind snap map is to allow users to see what’s happening and where, as well as locate friends and see what they are up to. There is a “ghost mode” feature that turns off location trackers for those who feel that it is an invasion of privacy. Although Snapchat has not discussed implementing ads into snap map just yet, many are predicting that this will be the next step.
  • What it means for brands: If marketers can advertise on snap map, this allows them to take geotargeting techniques one step further and make ads for specific places, events, or areas through the “Our Story” feature. For example, if someone is near a clothing store, that clothing store could target their ads even more specifically to people at the surrounding stores or restaurants that are viewing the snap map stories.

Additional resources: Social Media Today, Marketing Land

(via Social Media Today)

Why Instagram’s New Feature Will Help Marketers with Targeting

  • Instagram is making sharing capabilities even more user friendly. You can now make a post or a story, and only enable people from a pre-determined “favorites” list to see it. These posts will be saved under your “favorites” tab, but the content is private and can only be seen by you and people that you invite. Basically, users now have a public and private feed. Instagram has picked up on the making of “Finsta” accounts and wants to enable users to post public and private content within one profile. This allows users to engage more with their close friends, and post pictures specific for groups of people rather than sharing them with their public feed.
  • What it means for brands: Now, there will be niche groups of people and friends who share similar interests and content. Although targeted ads through favorites have not been made available yet, it is on the horizon.

Additional resources: Social Media Today, Adweek

(Social Media Today)

Facebook is Immersing Itself in a New Market: Digital TV

  • Facebook is taking its advertising capabilities one step further. The social media platform is now immersing itself into the digital TV streaming market. By the end of this summer, Facebook will be releasing “Facebook original” TV shows that people can view via the original platform. There will be two tiers of shows. The first tier includes unscripted 3-10 minute shows. The second tier is shows that are 30 minutes in length. Facebook is putting forth the money to create quality TV. An estimated $3.5 million has been spent to make each 30-minute episode. The difference between Netflix, Hulu, and Facebook TV is that it will not be subscription based. This means that viewers cannot opt-out of an ad experience, opening opportunities for digital advertising even more. We can expect an official launch by August 2017.
  • What it means for brands: Not only can you make targeted ads through Facebook itself, you can now implement digital video advertising through Facebook.

Additional resources: The Times, Business Insider

(via TechCrunch)

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Hard to believe, but it’s already that time of year again. The 2018 SXSW PanelPicker goes live today. You have between now and July 21st to submit ideas for consideration. This year, the SXSW folks expect to receive over 5,000 submissions. That kind of competition means brands and individuals need to stand out from the …

Hard to believe, but it’s already that time of year again. The 2018 SXSW PanelPicker goes live today. You have between now and July 21st to submit ideas for consideration. This year, the SXSW folks expect to receive over 5,000 submissions. That kind of competition means brands and individuals need to stand out from the crowd. But how best to do that?

Hugh Forrest, SXSW’s Chief Programming Officer, provides several clues:

  1. Review the sessions and topics resonated in 2017: Unfortunately, there’s not an easy way to filter videos from the SXSW YouTube channel since so many of the older videos have more views overall, but Hugh posted 10 great SXSW 2017 videos volume 1, volume 2 and volume 3 to help. Same goes for SXSW on SoundCloud. Hugh posted 10 top SXSW 2017 podcasts volume 1 and volume 2 to help there as well.
  2. Go Deep: Hugh makes it clear that topic depth matters more than width or breadth. That’s way the SXSW team prefers solo spots over panel sessions.
  3. Focus on the Future: Throughout its history, SXSW focuses on what’s next. But discussing current trends isn’t enough. Hugh’s timeline? Think 3 – 5 years out.
  4. Hugh’s also been pretty blunt about what not to do part 1 and what not to do part 2.

Note in the two what not to do posts, Hugh’s pretty clear that diversity matters. Diversity issues—both in terms of gender and ethnicity—will continue to be an important topic. Furthering that discussion in a meaningful way will be a priority in 2018.

One last thing you can do to improve your chances: attend one of the remaining SXSW Meet Ups. The SXSW team runs  local events in a handful of cities (the Brooklyn Meet Up happens tonight). It’s a place to ask SXSW staffers about the process or other specific questions.

I attended the Austin Meet Up on June 14. That’s where I got to ask for more detail about the selection process overall. Here’s what they told me: they put a lot of stock into original ideas, and reiterated the focus on future-oriented topics that look 3 – 5 years out. They notice if it’s someone (or a brand) that’s spoken before. In those cases, it’s important that the idea explores a new angle or represents a big validation or major progress against earlier ideas. They also look for engagement spikes in the PanelPicker (lots of votes, comments, etc.), so that does influence what they consider as well.

It’s a good reminder that the PanelPicker process is not the only thing that counts. Public votes that come from the PanelPicker count for 30%. Feedback from the SXSW Advisory Board, a group of industry experts from around the world, counts for 40%; lastly, votes from SXSW staff members count for the remaining 30% as they look to strike a balance between new and veteran speakers. See the SXSW PanelPicker About page for more details.

Visit http://panelpicker.sxsw.com/ or click on the image below. All the best to those of you who will be working on submissions over the next few weeks!

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Want to stay up-to-date with the latest in social media? Well, we’ve got the latest social scoop for you and let’s just say, we’re psyched about Instagram, Facebook, Twitter and some (Pop)sugar news. What Marketers Should Know About Instagram Story Advertising The evolution of Instagram has been unique and forward-thinking. The app has hopped on …

Want to stay up-to-date with the latest in social media? Well, we’ve got the latest social scoop for you and let’s just say, we’re psyched about Instagram, Facebook, Twitter and some (Pop)sugar news.

What Marketers Should Know About Instagram Story Advertising

  • The evolution of Instagram has been unique and forward-thinking. The app has hopped on many of the latest social media trends, ensuring its continued relevance and user engagement as technology advances. Instagram has adopted the capability of posting a story, replying to another user’s story, going live, and direct messaging. Over 200 million users per day are viewing the Instagram story feed. A new feature that Instagram has added for advertisers are direct-response ads, piggybacking off the story ads feature that launched this past January. This is the ability to place a call-to-action button on a story ad, and redirect users to another page based on the goal of the advertisement.
  • What it means for brands: Brands can now implement measurable campaign objectives into their Instagram story ads. For example, if a brand wants to drive users to their blog, they can simply post a direct-response story ad that has a call-to-action button that users can click and be re-directed to the brand’s blog page. Instagram allows image ads or videos up to 15 seconds in their story feed. So far, brands have seen major success by using these ads. Outdoors magazine, Outside, is seeing a 20-25% swipe through rate on their ads, while app, Whisper, saw 1.25 million views on their story ad, and 15% of those users clicked the link that redirected them to the website.

Additional Resources: AdAge, Marketing Land

(via The Next Web)

Twitter Adds 1:1 Ratio Images

  • Long gone are the awkward, rectangular image specs that Twitter previously encouraged for advertising. A new feature that Twitter has rolled out is allowing square images for website cards, which means the images now have a 1:1 ratio. The 140 characters per tweet rule still applies, and images account for 24/140 characters. Website cards are used to drive traffic to a company’s website via the Twitter platform.
  • What it means for brands: Brands can now claim additional real-estate on Twitter feeds with the bigger image size, which should lead to user engagement with the content because of the larger, more appealing image size. Twitter launched this in hopes of improving ad performance on the platform.

See below:

(via Twitter)

Facebook Adds New Live Streaming Features

  • This past month, Facebook has further developed their Facebook Live feature. Not only can users go live, but now they can also have live “guests,” as well as in-stream or private chats about the live-stream. Allowing users to begin a chat with a friend privately about the live-stream will increase the exposure of streaming because those who were not previously watching are now connected. Additionally, allowing people to go live together takes the pressure off being in the spotlight and entertaining viewers on your own. This could improve the quality of the content and the entertainment factor during a live-stream.
  • What this means for brands: Brands can now expect higher exposure when going live, and allowing in-stream conversation could spark the engagement that brands are seeking. Additionally, people may be more likely to interact because they can do this privately with their friends as opposed to the sometimes “spammy” live-stream chat feed.

Additional Resources: Social Media Today, TechCrunch

 

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About a year ago, Uber and Lyft abruptly left Austin after disagreements with the city’s requirement for fingerprinting drivers. Things changed when House Bill 100 was signed into law on May 17. Fast forward to May 29, when both Uber and Lyft returned their services to Austin. Their respective marketing machines are making it clear …

About a year ago, Uber and Lyft abruptly left Austin after disagreements with the city’s requirement for fingerprinting drivers. Things changed when House Bill 100 was signed into law on May 17.

Fast forward to May 29, when both Uber and Lyft returned their services to Austin. Their respective marketing machines are making it clear they’re back. I’ve seen signs around the city, received emails like this one below from Lyft offering credits to use the service over the next few days. And I’ve seen lots of Uber ads in Facebook throughout this time as well.

Lyft returning to Austin offer

So, what effect has their return had on local ride-sharing companies that have been filling the void for the last year? They’ve all taken big hits. Fare has already made it official announcing they are leaving Austin earlier this week.

Fasten CEO Kiril Evdakov is still bullish on his company’s prospects: “We’re thinking about growth thresholds, not about decline thresholds.”

What got me thinking about all this was the Here and Now interview of RideAustin COO Marisa Goldenberg. the non-profit company grew from about 300 rides a day to over 20,000 during the SXSW peak. According to Marisa, RideAustin saw a 55% drop in business in the first full week of Uber and Lyft’s  return. She also blamed seasonality—the first few weeks of June tend to be lower ride volumes overall. RideAustin hopes to make it through the summer months to get back to a threshold of 20,000 rides per week. That’s the target the company needs to hit to sustain their nonprofit business.

Click on the image below to get to the story where you can hear the interview with Marisa.

Here and Now - RideAustin interview with Marisa Goldenberg

Personally, I’m pulling for RideAustin. What are your thoughts? Have you returned to using or driving for Uber and Lyft now that they’re back, or will you rely on other options?

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Gay Pride is quickly approaching which means clients should start thinking about how they can get involved to show their customers, their employees and their shareholders that they support the community. As a leader in audience architecture, W2O Group has developed a cost-effective approach that will allow brands and companies to more effectively engage with …

Gay Pride is quickly approaching which means clients should start thinking about how they can get involved to show their customers, their employees and their shareholders that they support the community.

As a leader in audience architecture, W2O Group has developed a cost-effective approach that will allow brands and companies to more effectively engage with the LGBT community.

To highlight our approach in how we are helping companies unlock the value of the LGBT community, I sat down with Allan Dib, our Managing Director of Strategy and Insights, to discuss W2O Group’s offering and approach:

Aaron: Allan, this is a little bit of a rhetorical question, but tell us how 2017 Gay Pride is going to be different than it was in previous years?

Allan: This year, Gay Pride celebrations around the country, from LA to NYC and all in between, are shifting focus to resistance – moving from parades to marches.  Borrowing from the Women’s March early in the year, the community has organized a national march, The Equality March for Unity and Pride, in DC on June 11th.  We expect to see thousands of people attending from all over the country.  Brands and companies are going to need to balance their celebratory messaging with support.

Aaron: You and I have discussed that some companies fall into the trap of treating the LGBT community as a homogenous segment. Why is this a bad idea?

Allan: The biggest criticism of brands targeting the LGBT community is that their approach is not authentic and genuine.  Brands and companies tend to target the entire community as one segment.  The LGBT community is certainly not homogenous and activating to create receptivity within certain audience segments requires nuanced insights.  Not only do you need to know which segment of the community is going to be right for you but you need to know as much about them as possible to engage in authentic and compelling way.  It is critical to build out your marketing strategy based on the segment most receptive to your message.

Aaron: What are some of the most effective ways to reach the LGBT Community?

Allan: While using LGBT media is definitely an effective way of reaching the LGBT community, it is not the only way.  Actually, if you focus only on LGBT media you are missing a large portion of the community that does not consume LGBT media and another important segment – allies.   LGBT allies should be part of your strategy; they have proven to be very vocal for the community and very receptive towards brands that are engaging with the LGBT community.  Allied influencers amplify your message.  An effective way to do this is to work with those who already influence (whomever they may be) your target to tell your story.

Aaron: Talk about how a company’s position on LGBT issues can impact how its employees (both current and prospective) view it.

Allan: Employees, especially millennials, are increasingly taking into consideration a company’s position on social issues.  They turn to the media, influencers and third-party associations to learn about a company’s position on key issues.  Many feel that LGBT rights are being attacked and rolled back by lawmakers across the country, making it even more important for companies to be vocal in supporting their employees.  We have seen many companies rise to this challenge and publicly support campaigns to fight for these rights. For these reasons, it’s important to let the LGBT community and their allies know your corporate story.

Aaron: A little bit of a sales pitch here but tell us how W2O Group’s LGBT Audience and Influencer Architecture can help brands effectively connect.

Allan: As part of our ongoing efforts to stay one-step ahead of the rapidly shifting consumer landscape, W2O Group is pleased to announce its new LGBT Audience & Influencer Architecture offering. We recognize that companies need the right perspective to pivot in today’s landscape and anticipate tomorrow’s environment. And as customer demands and the competitive landscape are changing constantly, we hope to provide insights grounded in real-time analytics to help navigate future opportunities.

Aaron: For those interested in this offering, can you let the them know what they receive?

Allan: Certainly. The current package includes:

  • Segmentation of more than 50,000 LGBTs and allies
  • Deep understanding of audience interests
  • Segmentation of the key influencers talking about LGBT issues
  • A workshop at your office

Aaron: Thank you Allan. What is the best way for clients and prospective clients to learn more about the offering?

Allan: For anyone who is interested in learning more about our LGBT Audience & Influencer Architecture, please let me know, Allan Dib, Managing Director Insights and Strategy. adib@w2ogroup.com

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Snapchat and Facebook continue to one-up each other. From search tools to sponsored ads, there’s not too find of a line between Facebook/Instagram and Snapchat these days. Twitter also announced an update that’s going to allow brands to better manage location based customer service questions via DM…hmm, will this eventually turn into a bot friendly …

Snapchat and Facebook continue to one-up each other. From search tools to sponsored ads, there’s not too find of a line between Facebook/Instagram and Snapchat these days. Twitter also announced an update that’s going to allow brands to better manage location based customer service questions via DM…hmm, will this eventually turn into a bot friendly tool? And in other news, LinkedIn is now MVP since you don’t have to fill in those pesty ad-generated forms… they’ll just do it for you! Read ahead to learn more about what’s new & trending in social media.

Snapchats New Search System Sifts Through 1 Million Stories

  • If you want to get a glimpse of Miami before your trip, or if you have major FOMO for missing your “this is our year” baseball team play, don’t fret. Snapchat just launched search within Stories, so you can be there without, actually being there. While you won’t be able to pull search results from private messages or Stories, the new tool includes public videos within the Our Stories section, which looks through and provides results from caption text, time and visual elements.
  • What it means for brands: Brands need to think of how to optimize their Snapchat content for Stories search. Adding keywords into captions, voiceovers and showing the highlights and focal points of events and locations within videos and images can become beneficial. Don’t try and add “Coachella 2017” to something about a tech conference, though. Snapchat’s too smart and will filter that out quicker than you click through your ex’s My Story. Too soon?

Additional resources: Marketing Land

(via Ad Age)

Snapchat Just Announced Two New Ad Offerings

  • Snapchat announced two new ad offerings to the platform. The first offering allows access to bidding for app install ads. What does this mean? Brands can target Snappers who are likely to install their app. Why is this a big deal? Well, because Facebook makes a lot of spare change (more than 17% of its revenue) from app install ads and Snapchat knows that to keep up, they need to do what works in the space. The second offering allows brands to target users who engaged with their Snapchat ads previously. For example, Taco Bell can now target users who used its taco face Snapchat Lens last Cinco de Mayo. You thought you were just innocently turning your face into a Doritos Locos Taco, but now, you are bound to see Taco Bell’s next full-screen video ad. Consider yourself warned.
  • What it means for brands: Because Snapchat works with 15 outside partners to sell ads and, most recently in January, Oracle Data Cloud, to deliver ads to users based on their real-life purchases, brands have everything to gain on Snap. Take that budget, create content that engages users to install your app or watch your video ad, then use that data to expand your audience (which is the goal of both offerings, by the way).

Additional resources: Marketing Land, Circorp

(via Adweek)

Instagram Just Revamped Instagram Direct, Which Now Has 375 Million Monthly Users

  • As Instagram Direct users steadily grow, so do the features they can use. The ‘gram gave its DM’s an upgrade by adding disappearing photos and videos to the same stream as texts and re-shares. Sounds a lot like another platform … (hint: ghost icon). Users can replay these videos and photos once, and now, everything is all in one place.
  • What it means for brands: This compilation of everything Instagram Direct means that the platform is even easier to use, which means grammers will be double tapping more often. Consider divvying up your social budget with a little extra love for Instagram and see how it goes – depending on your audience, you’ll learn if Snapchat or Instagram is the better platform for your brand’s presence.

Additional resources: Social Media Today, The Verge

(via Social Media Today)

Businesses Can Now DM Twitter Users and Ask for Their Locations

  • Twitter is helping brands everywhere (who are part of the private Beta test) reach more consumers by sliding into their DM’s. Via Direct Message, brands can ask users to share their location and if a user chooses to accept this location request, brands can provide more detailed customer service support and suggestions. Users can ignore the request if they choose, or share their actual location or rather choose from a provided list of locations if they don’t want to be specific. Among those brick-and-mortars that are part of the Beta, both TGI Fridays and Wingstop are using this location request and share feature to help users find the closest locations and make reservations and food orders.
  • What it means for brands: Before this feature is more widely available, it’s important brands determine what data they want to gather so that they can most strategically use this tool. Is your objective brand awareness, store visits, or both? This will help drive your messaging and help you meet your brand objectives. Twitter Group Product Manager, Eric Cairns, says, “Now that businesses can easily incorporate location sharing into their customer experiences, expect to see other innovative location-aware use cases in Direct Messages.” This is a great gift from the Twitter gods. Be on the lookout.

Additional resources: GeoMarketing, Media Post

(via Adweek)

LinkedIn Launches Lead Generation Forms

  • First world problem LinkedIn is fixing: “It’s so hard filling in an ad-generated form on the newest version of my smartphone.” However, users failing to fill in forms does indeed affect paid content performance, so I’ll stop being so sassy. The new lead generation form feature replaces the hardship of filling out forms by auto-filling with users’ LinkedIn profile information. While it may not seem like that big of a deal, consider two things: 80% of users who engage with Sponsored Content do so at their fingertips and this new feature eliminates users from inputting false information, ultimately leading to higher quality leads.
  • What it means for brands: Higher quality leads equals a better understanding of your audience. A better understanding of your audience equals an opportunity to tailor your content towards those who are interest and interacting with your brand.

Additional resources: AdExchanger, LinkedIn

(via Search Engine Journal)

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